Presenting mattresses to the US market
We developed the CGI series for the iComfort collection's launch. An exterior shot shows the cover and proportions; what sits beneath the fabric stays hidden there, so cutaway renders complement it by revealing the layers individually. The creative question was how to explain the construction without the mattress reading as a technical drawing.
Making each material distinct
We studied the mattresses and their material samples so the cover, foam and internal layers would stay distinct in the images. We built the mattress systems and internal structures as 3D models, then used UV mapping to place fabric patterns and surfaces correctly, with normal and roughness maps carrying the fine surface relief and describing how matte or glossy each material reads in the light.
Revealing the layers inside
Cutaway views make the foam layers and support structures individually visible, with each visualization following its particular mattress model rather than one construction applied across the whole collection. Alongside the full builds, we produced views with and without a person shown resting on the mattress, so the product reads both in use and on its own.
Bedroom settings, integrated photography
The brief also called for bedroom settings around the product, so the mattress stays recognizable within a furnished room rather than isolated on white. For one series, Serta supplied a photograph of a person, which we integrated into the CGI rendering — a hybrid image bringing a photographed person and a digitally built product into one scene.