In a striking blend of athletic prowess and sleep innovation, Eight Sleep’s “Ace Your Sleep” campaign delivers a visually arresting narrative that elevates both brand and product. Created under the direction of Maria Salgado, brand creative manager at Eight Sleep, the campaign captures the essence of summer intensity—balancing sun-drenched energy with the refreshing relief of recovery through cutting-edge sleep technology. Starring Taylor Fritz, the #1 American male tennis player, and rooted in the personal story of Eight Sleep’s founder, Matteo Franceschetti, the campaign transcends traditional performance marketing. It champions sleep fitness as a vital edge for high achievers, on and off the court. With bold visuals, cinematic storytelling, and a pulse on cultural and seasonal relevance, “Ace Your Sleep” aces the art of brand storytelling—and secures its place as a Graphis Gold winner.

By: Maria Salgado, Brand Creative Manager, Eight Sleep

The Project

What was your project about, and what did it aim to achieve?

For summer 2024, we launched “Ace Your Sleep”—the third edition of Eight Sleep’s artistic representation of sleep throughout the seasons. To celebrate the start of summer, we highlighted Matteo Franceschetti’s personal journey, where his lifelong passion for tennis meets his visionary approach to sleep fitness. Featuring Taylor Fritz, the number one American male tennis player in the world, this campaign showcases the critical role of sleep fitness both on and off the tennis court.

Key goals:

• Visual and thematic alignment with the competitive spirit of tennis and the focused energy required to master it
• Seasonal relevance: As temperatures rise, so does the need for a cool, comfortable sleep environment
• Emphasis on how critical restful nights are for daily performance and recovery
• Drive clear brand distinction from competitors

What inspired you or your team?

It started with our partnership with Taylor Fritz, the top-ranked US tennis player. That sparked the idea of a summer campaign centered around tennis, an iconic sport with a growing fan base and a compelling cultural moment.

We saw an opportunity to create a campaign that not only celebrated the sport but also the warm season itself—often brutal, but made better with the Pod. We also wanted to honor our founder, Matteo Franceschetti’s personal journey, where his lifelong love for tennis intersects with his vision for sleep fitness.

The Creative Journey

What brings you the most satisfaction about this project?

Seeing this campaign come to life—from a blank page to a fully realized experience—is what brings me the most satisfaction.

There’s something magical about that journey: starting with brainstorms and mood boards, exploring multiple creative directions, writing and refining copy, and collaborating with every team to make sure the vision holds together.

Then came the photoshoot day with the athlete and models—always a highlight. But the real magic was when the retouched assets started coming in, and we saw the visuals and copy blending perfectly. That’s when everything clicked. I felt genuinely happy of what we built together.

How did this project push your creative boundaries?

This project definitely stretched my creativity. We had to make the Pod’s “cool” factor almost tangible—using visuals, motion, and language to evoke a physical sensation. That’s not easy, but it’s where great creativity happens.

The Process

What was your creative strategy and approach?

My creative strategy always starts with one big question: How do we make people feel something real?

For the “Ace Your Sleep” campaign, I wanted to blend the high-energy world of pro tennis with the cool, refreshing vibe of our Pod—so that you could almost feel the chill just by looking at the visuals.

We led with story, not just product. The campaign was built around our CEO’s journey, from his early days playing tennis to Taylor Fritz’s life on and off the court. We grounded the concept in something tangible: summer heat. It’s a universal experience that affects us all, and we wanted to capture the feeling the Pod brings after a long, hot day.

We kept the energy light and playful, reflecting the joy of summer.

How did you ensure that your work would resonate with its intended audience?

I believe the best campaigns feel like they’re talking to you, not at you. That was my North Star for “Ace Your Sleep.”

To make sure the work landed with the right audience, I started by digging into what they care about: performance, recovery, and surviving summer heat without melting into their mattress.

Bringing Taylor Fritz on board was huge. He’s aspirational but relatable, with a fanbase that already values sleep and performance. Visually, we kept everything energetic and fresh, full of motion, vibrant colors, and summer heat.

Copy-wise, we spoke their language: quick, punchy, and playful. Lines like “Serve heat, sleep cool” captured that balance. We also included real moments—like Taylor’s Q&A and Matteo’s story—not just polished ads.

What were the main challenges, and how did you overcome them?

Logistically, shooting on location in Madrid with an athlete like Taylor Fritz meant tight schedules and many moving parts.

To keep things smooth, we relied on detailed planning, clear communication, and a flexible mindset. The team was incredible at adapting on the fly, which made all the difference. Another key challenge was making sure the scenes without the product still resonated with the audience while staying consistent with our brand and message.

The Impact

What was the outcome of the project?

The outcome was genuinely energizing. We saw a surge in engagement, a wave of new followers, and real buzz around both the product and the campaign story.

People connected with the message, and it sparked conversations across our channels about sleep, performance, and recovery.

How did this work influence your creative perspective?

Creatively, this work pushed me to think even bigger about how brand storytelling can bridge seemingly different worlds—in this case, elite sport and everyday wellness.

It reinforced the idea that when you root a campaign in something authentic and personal, it resonates far beyond product features.

Maria Salgado is a brand creative manager specializing in creative direction and campaign strategy. She is known for leading high-impact campaigns with elite athletes, including Formula 1 driver Charles Leclerc and U.S. tennis star Taylor Fritz. Her work bridges storytelling and design, bringing bold concepts to life across Europe and the United States.

Previously in her career in Vienna, Maria designed motion visuals for the T-Center, transforming one of the world’s largest LED facades. She also created content for the Austria for Life charity event at Stephansdom, helping to raise over €600,000. Maria thrives on connecting creativity with purpose to create brand experiences that truly resonate.

Maria Salgado Social: Instagram, LinkedIn

Eight Sleep Social: Instagram, Facebook, LinkedIn, X (Twitter)

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