What About Year Three? — SleepyCat Creative Storyboard 03

Creative brief

Creative role: Long-term ownership evidence
Creative territory: Long-term performance / confidence
Format: 9:16 vertical creator/lifestyle Reel
Target runtime: 32 seconds
Primary customer question: What is this exact mattress like after years of real use?
Working insight: A buyer may want more than a trial or warranty statement when asking what a mattress is like after long-term use. The creative mechanism is an authentic, tenure-verified owner and the actual mattress—not a scripted testimonial or a warranty treated as proof. The audience concern is a strategic hypothesis, not a measured finding.
Primary CTA: Explore mattresses
Destination: sleepycat.in/collections/mattresses
Campaign status: Proposed only; no ad has launched and no result has been measured.

A man sits on the edge of a bed in a lived-in, plant-filled bedroom, one hand resting on a cream quilted mattress — AI-generated illustrative scene reference — not official SleepyCat product photography or customer footage. Composition reference only; the person is AI-generated and is not a real owner.

Frame 010–3 sec

Day one is not the whole question

Surface long-term uncertainty without claiming all mattresses degrade or all products perform the same.

Dialogue / VOOwner’s authentic opening, recorded in their own words. Suggested interviewer prompt:“What did you want to know before buying, and what do you think about after using it?”Do not force a scripted testimonial.

On-screen copyWHAT ABOUT YEAR THREE?

Camera and action

Visual direction: Open on an ordinary, lived-in bedroom. The owner and the exact SleepyCat mattress are visible. If no verified owner/mattress has been secured, leave a deliberate placeholder labelled “AUTHENTIC OWNER ASSET REQUIRED — HOLD.”
Camera / composition: Handheld close-up of the room, then owner. Documentary rather than luxury-ad polish.
Talent / performance: Real owner only. No actor pretending to be an owner.

Editing and sound

Hard cut into the real room. Do not put “3 years” on screen until exact tenure is verified.

Production notes

Brand / product integration: Real mattress visible; do not invent a product badge or model.
Assets / production requirements: Not currently available: verified owner, consent, exact mattress, tenure evidence and real bedroom footage.

Production dependency: verified owner, consent, exact mattress, tenure evidence and real bedroom footage are not yet supplied.

Hands hold a phone showing a blurred order list, with a paper receipt on a wooden bedside table next to a cream mattress — AI-generated illustrative scene reference — not official SleepyCat product photography or customer footage. The phone and receipt are illustrative, not real ownership evidence. Any screen text is fictional and unreadable.

Frame 023–7 sec

Verify the time

Show why the story deserves attention and prevent a fabricated backstory.

Dialogue / VOUse the owner’s exact verified wording:“[Insert owner’s own words after verification.]”No copy may be recorded as final until the wording is true.

On-screen copy[VERIFIED MODEL] / [VERIFIED OWNERSHIP DURATION]

Camera and action

Visual direction: Owner identifies the exact model and ownership duration in their own words. A masked invoice, order confirmation, delivery record or older dated photo may support verification off-camera. Do not expose address, phone, order number or other personal information.
Camera / composition: Owner to camera; optional close-up of redacted supporting proof.
Talent / performance: Authentic owner; unscripted phrasing.

Editing and sound

The visual storyboard shows these as fields until evidence is supplied, not filled with a plausible guess.

Production notes

Brand / product integration: Exact mattress model required.
Assets / production requirements: Genuine proof captured privately; owner consent; redacted version for screen.

Production dependency: the model and ownership duration stay empty fields until verified. Do not present the illustrated phone or receipt as proof.

Close inspection of a quilted cream mattress: one hand presses the top surface, the other grips the side edge — AI-generated illustrative scene reference — not official SleepyCat product photography or customer footage. Reference for a close inspection; real condition footage must replace it.

Frame 037–12 sec

Show the mattress, not just the face

Ground the story in a real object and condition.

Dialogue / VO“Here is what mine looks like now.”Use this sentence only if the owner genuinely says it or approves it as an accurate narration.

On-screen copyREAL MATTRESS. REAL CONDITION.

Camera and action

Visual direction: Slow, well-lit sweep of the actual mattress: sleeping surface, edges, cover and visible condition. Show genuine wear or settling honestly. Do not recreate “old” wear on a new mattress.
Camera / composition: Close detail, side profile, then a wide shot of the real bed.
Talent / performance: Owner can narrate only what they actually see and know.

Editing and sound

Natural room sound; no before/after claim unless authentic dated evidence exists.

Production notes

Brand / product integration: Model should be identifiable from verified materials or owner records.
Assets / production requirements: Actual current mattress condition footage, in the owner’s home.

Production dependency: the mattress shown is an AI illustration; actual current-condition footage is required.

A man sits on a wooden bench at the foot of a bed in a warm, plant-filled bedroom, looking off to one side as if answering a question — AI-generated illustrative scene reference — not official SleepyCat product photography or customer footage. Composition reference for capturing answers; no answers have been recorded and the person is not a testimonial.

Frame 0412–18 sec

Ask what changed and what stayed

Let nuance function as proof instead of directing the owner toward a positive verdict.

Dialogue / VODo not pre-write this answer. Interview prompts:“What has changed?”“What has stayed the same?”“What surprised you?”“Would you make the same choice again, and why?”Cut only from recorded, authentic answers.

On-screen copyWHAT CHANGED? / WHAT STAYED?

Camera and action

Visual direction: Simple owner interview. Use the strongest authentic answer, including any limitations or mixed experience. Optional cutaways illustrate exactly what the owner discussed.
Camera / composition: Static interview, eye-level; cutaways only where they clarify.
Talent / performance: Unscripted, consent-based. Silence and nuance are acceptable.

Editing and sound

Keep context intact. Do not edit a qualified answer into an absolute endorsement.

Production notes

Brand / product integration: No superlative unless the owner truly states it and the statement can lawfully be used.
Assets / production requirements: Long-form interview; exact selected quote; release and disclosure notes.

Production dependency: no answers have been recorded. The still is a composition reference only.

Wide view of a man seated on a bench at the foot of a bed with a cream quilted mattress, in a warm bedroom — AI-generated illustrative scene reference — not official SleepyCat product photography or customer footage. The wide still is shown uncropped (3:2) and is not product photography; the model name stays a field until verified.

Frame 0518–23 sec

Connect the story to the exact model

Explain which product the real experience concerns.

Dialogue / VO“This is the [verified model]. Review the product details alongside this owner’s experience.”

On-screen copyEXACT MODEL. SPECIFIC EXPERIENCE.

Camera and action

Visual direction: Show the confirmed product page or accurate construction detail for the same model. If the owner’s model cannot be confirmed, do not use a generic product layer visual as a substitute.
Camera / composition: Product close-up or official product-page capture; short and informational.
Talent / performance: Neutral narrator or owner only if the wording matches their experience.

Editing and sound

One or two relevant facts; no feature dump.

Production notes

Brand / product integration: Exact model match required.
Assets / production requirements: Current product page and accurate model image; exact owner model verified first.

Production dependency: exact model not confirmed. Render the verified model name only after it is selected.

Soft, quiet close view of a quilted cream mattress edge with a hand resting on it, used as a background — AI-generated illustrative scene reference — not official SleepyCat product photography or customer footage. Used only as a quiet background; the card is editable HTML/CSS and shows no numeric term.

Frame 0623–28 sec

Keep protection separate from proof

Avoid conflating warranty/trial policy with demonstrated multi-year performance.

Dialogue / VO“Check the current product details and terms before you choose.”

On-screen copyCHECK THE PRODUCT DETAILS & TERMS

Camera and action

Visual direction: Optional simple card: “Review current trial and warranty terms.” If displaying a numeric term, use only the exact current page for the verified model and its eligibility/qualifiers. Do not imply the warranty means the mattress will perform identically for that duration.
Camera / composition: Minimal end-section card.
Talent / performance: No required VO.

Editing and sound

Asterisk/legal note only if a specific term is used and can remain legible.

Production notes

Brand / product integration: Secondary reassurance only; never the proof engine.
Assets / production requirements: Current official product page and current policy/FAQ wording, if this frame is retained.

Production dependency: check the current official product page and policy wording before production; no numeric term is shown here.

A man sits barefoot on the edge of a bed, one hand resting on the cream mattress, in a warm, plant-filled bedroom — AI-generated illustrative scene reference — not official SleepyCat product photography or customer footage. The concept and owner-asset hold stays visible; the person is not a real owner.

Frame 0728–32 sec

End on the buying question

Invite exploration without a longevity guarantee.

Dialogue / VO“Ask what matters beyond the first night. Then compare the details.”

On-screen copyEXPLORE MATTRESSES →

Camera and action

Visual direction: Return to owner in the real bedroom, then an understated mattress-collection end card.
Camera / composition: Natural wide, then stable two-second CTA card.
Talent / performance: Owner may close in their own words; otherwise use neutral VO.

Editing and sound

No “buy for years” or “lasts ten years” slogan.

Production notes

Brand / product integration: SleepyCat lock-up from an approved source only.
Assets / production requirements: Verified mattress collection destination; no real final cut until owner evidence is approved.

Production dependency: approved SleepyCat wordmark / lock-up not supplied; no real final cut until owner evidence is approved.

Creative rationale

A buyer may want more than a trial or warranty statement when asking what a mattress is like after long-term use. The creative mechanism is an authentic, tenure-verified owner and the actual mattress—not a scripted testimonial or a warranty treated as proof. The audience concern is a strategic hypothesis, not a measured finding.

The timings are a proposed edit plan. Adjust slightly in editing if needed for natural delivery, but keep the total runtime and sequence coherent. Dialogue is proposed ad copy except wherever a frame explicitly requires authentic unscripted owner evidence.

CTA and destination

Primary CTA: Explore mattresses.
Exact destination to verify at handoff: https://sleepycat.in/collections/mattresses
Keep one CTA in the final frame. Do not add a quiz, store or second purchase button unless this brief is explicitly revised.
Check that the landing page is live and that the ad’s language continues the same customer question.

Evidence status and pre-production gates

Blocking requirement: source a real SleepyCat mattress owner with verified ownership duration (ideally at least three years, if truly available), exact model, purchase/delivery history, genuine mattress condition footage, consent and release.
The owner’s words must be recorded and edited honestly. The bracketed lines in this brief are placeholders/prompts, not testimony. Never use an AI-generated person or invented review to fill this gap.
If the actual condition is poor, mixed or unexpectedly positive, do not conceal it to force the planned story. The core mechanism is transparent long-term evidence.
Warranty/trial terms can be secondary reassurance only. They are not evidence that performance or comfort stayed unchanged for years.
If no suitable owner can be verified, mark the treatment “not ready for production” and do not disguise the concept illustration as a real owner asset.

Claim, safety and representation guardrails

Never describe this concept as a live SleepyCat ad, a launched test, a winning creative or a measured performance outcome.
No invented customer review, owner story, measurement, award, endorsement, sleep/health outcome or product feature.
Keep product and policy language specific to the exact current model and destination; recheck it immediately before production.
Do not imply that a mattress diagnoses, treats or cures a medical condition.
Any creator or owner statement must be truthful, properly permissioned and appropriately disclosed. A performer used for illustrative acting must not be presented as a real customer giving a testimonial.
Use genuine SleepyCat brand assets and authentic page screenshots where available. Never invent a logo, app UI, award seal, lab instrument reading or product layer diagram.
Additional hold: do not create final realistic owner imagery, fabricate purchase proof, or supply a positive scripted testimonial. The story becomes production-ready only after the actual owner, product model, tenure, consent and honest recorded answers are verified.

Potential testing and measurement notes

No A/B test should be specified as ready yet. First establish the authentic evidence. Only then define a useful comparison (for example, a verified long-term owner story versus a factual product-detail execution), with the exact product, offer, audience, destination and evaluation window aligned as far as practical. That would be a comparison of full creative treatments, not proof that the owner-story mechanic alone caused a result. No test or performance result exists.

Across any later campaign, purchases, revenue and cost per purchase should guide the commercial decision. CTR, CPC, video retention, Recommender starts/completions, product visits, add-to-cart and checkout activity can help explain behaviour but are not substitutes for the business outcome. Agree event tracking, comparison window, budget exposure and the definition of an inconclusive result before launch.

About the visuals

All seven stills are AI-generated illustrative scene references, each used once in its mapped frame. They are not real footage, real owner proof, real product photography, a technical test or a product-performance result.
No concept UI recreation is used in this storyboard. Overlay labels, cards, fields and the CTA are editable HTML/CSS; no words are baked into the photos.
Frame 05’s still is landscape and is shown uncropped inside the 9:16 frame. The other stills are cropped to 9:16 with object-fit: cover.
The depicted person must never be presented as a genuine owner or testimonial. Keep the production hold visible until an actual owner, verified ownership duration and exact mattress model are available.

Source references checked on 16 October 2026

These pages were available during review. They do not independently validate every claim or guarantee that the pages remain unchanged at production.

Review notes

Frames 01, 03, 04 and 07 show a new-looking mattress and an AI-generated person; they do not show a verified owner’s real mattress condition.
Frame 02’s phone and receipt are not real purchase proof, and no ownership duration is shown.
Frame 05’s still shows a bedroom, not a product page or construction detail; the verified model is a field only.
Frame 06’s still is a background only and carries no warranty or trial term.
The AI-generated person is not visually consistent across stills, which is another reason not to read any still as a specific owner.

CONDITIONAL — visual structure may be storyboarded; production is on hold until authentic owner evidence exists

The visual structure may be laid out from this brief, but this page is not proof that the evidence gates have been satisfied.