Drift off with the help of our ad campaign for Britains largest bed retailer...
Client: Dreams
We crafted a TV advertising campaign to highlight the unique selling points of Dream's services and products.
We created a series of animations, as well as a promotional micro site, featuring our whimsical character creation 'Sleepy Ed' inspired by a head resting on a pillow. The clients wanted it to be family friendly, so we crafted an aesthetic that paid homage to childrens television like the magic roundabout.
Telling the story through the guise of a sleep aid tape and the subsequent dream, our character discovers the benefits of Dream's products and services, resulting in a better night’s sleep.
Voiced by the late great Richard Briars, we also created a microsite and various campaign assets including bumpers, end tags and graphic branding.
The spot premiered on Xmas eve eve 2011 on ITV between Coronation Street and Who Wants to be a Millionaire - the largest audience spot available.
Credits: |
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Concept, Design & Direction: |
Simon Armstrong |
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Animation: |
Simon Armstrong & Chris Daw |
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Music / Sound effects:: |
Nick Crofts & Paul Stroud |
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Narration: |
Richard Briars |
Services:
- Concept & Design
- Storyboarding & Animation
- Audio & Post Production
- Microsite & Campaign
Where Dreams come true...
'The worlds were crafted to form from a dream. These are often built from distorted memories of our waking reality. Since the focus was the bedroom I designed the worlds to form from that specific world - more specifically the wallpaper pattern.
The aesthetic purposefully mimicked the children’s TV programs of old - especially classic such as The Magic Roundabout. We wanted to keep a magical, family friendly feel to the ads in keeping with the company’s ethos.
The lighting needed have a night time hue yet still feel warm and cosy. The soft shadows mixed with bright over exposed colours gave a feeling of both whilst helping transport the viewer away from the original location.'
Simon Armstrong
Designer and Director
