Khoi Phan is the executive creative director at Eight Sleep—a sleep technology company that sits at the intersection of hardware, software, and a fiercely loyal community of athletes and biohackers. He oversees brand and creative across the full calendar: product launches, partnerships, market expansions, global campaigns.

Despite 15 years in the industry, when he joined, one of the first things on his list wasn't a campaign. It was file management.

That's a revealing ask. When a company puts asset infrastructure on the same level as creative output, it usually means something broke quietly, for a long time, before anyone put a name to it.

Eight Sleep moves fast. The creative team is global, and the work spans film, animation, photography, and design. A motion designer in Italy builds an animation. Two weeks later, a designer in a different timezone needs to pick up the thread. Without a system that preserves context, that history disappears.

Before Air, the stack was Dropbox and Google Drive. Both have a familiar failure mode: files too large to preview, downloads that time out mid-transfer, no way to scrub through a video to find the three seconds you actually need.

Switching wasn't about features. It was about recovering time that was silently draining from the team every day—time that never shows up in any report, but compounds.

The platform clicked because it was already wired for creative workflow. Reviews happen inside Air. Comments live on the asset. Tagging connects work across campaigns and time zones. There's a Figma integration that pulls in already-tagged Air content for designers mid-build.

Onboarding new designers is frictionless. External partners get one link. Brand guidelines live at one URL that never breaks, no matter how many versions get uploaded—saving headspace for every global partnership manager in the process.

For a company managing partnerships with Aston Martin and Formula One while expanding into new global markets, that's no small thing. Watch the full video above to hear Khoi tell it himself.