SLEEP NUMBER — DAK

CARBON, 2022

Concept Art | Design | Look Development

At the beginning of 2022, I worked with Carbon VFX to revisit their campaign for Sleep Number x Dak Prescott. Building onto the existing campaign, this project further expanded on the visual language established in the initial spot and pushed the prominence of data design and holograms to an even greater level.

I was brought on to help with the initial look development process and create a visual style for the data within the spot. We wanted to elevate the existing style while keeping true to the established campaign identity. Key objectives were to visualize data at a macro scale, as well as conceptualizing a look for the holographic athletes.

MACRO DATA DESIGN

The design process started by evaluating data design at a macro scale. Using statistics collected from the Sleep Number mattress, we wanted to observe how interface elements and data would behave in close-up shots. By first visualizing data at this level, we could determine the shape of the design language. This would guide how the data visualizations would apply at a larger scale in the holographic images.

HOLOGRAM DESIGN

The next step was to take the macro level data design and apply it to wider shots of standing athletes. The overarching concept captures how the data collected during sleep influences their performance on the field. We needed to create a stylized world where live-action footage of Dak could coexist with the holographic data. We achieved this by applying lessons learned from the macro-stale studies.