Permanent Collection

Reframe Studio Softens the Science of Sleep

Posted on Friday, March 13, 2026

Reframe Studio in Seoul, whose spec Bang & Olufsen spot we featured in Stash 172 and the Stash Annual, applies their CG talents to the launch of new mattress technology for South Korean brand Sleep Mildo.

Rui Figueiredo, Reframe Studio founder/CD: :We collaborated with Sleep Mildo on the launch of their gel mattress, creating a film that brings the brand’s core material to life. The story highlights the gel’s elastic yet adaptive support, visually expressing its resilient flexibility.

“We focused on capturing the gel’s soft yet resilient quality, refining the texture, translucency, and movement so the material felt tactile and believable.”

“Through an abstract structure, we conveyed the brand’s philosophy of spinal comfort and back health, while soft-touch materials and layered foam were translated into fluid, tactile visuals that evoke lasting comfort.

“One of the main challenges was defining how the gel material should look and behave on screen. We focused on capturing its soft yet resilient quality, refining the texture, translucency, and movement so the material felt tactile and believable.

“For the concept of spinal support, we avoided a literal human spine and instead used abstract wooden structures. Through multiple variations, we arrived at a visual metaphor that conveys balance, stability, and comfort.”