The theme was to ‘own tactile’ while still giving a nod to Purple’s playful brand identity. In response, we created a “No-Stress Test:” an ultra-luxe scientific study of tension and release, within a modern gallery setting. Using heavy, rigid-body objects interacting with the Purple® Grid, each interaction is met by weightless, floating Purple material tech. The ‘ah-ha’ moment for the consumer is when they lay on a Purple® mattress for the first time. As the films are completely CG 3D animation using a mix of Houdini and Cinema4D software, we had to create accurate sensations for the viewer of the Purple® Grid and it’s signature ‘float feel’. Product innovations needed to be felt rather than seen. Everything we see and hear illustrates the pleasurable sensory experience of touching Purple. Previously, Purple relied on comedy, so we aimed to establish their premium product while giving a nod to their playful spirit.