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WHAT IS IT?
Nectar Sleep UK launch campaign
Client: Nectar Sleep 2019
Role: Creative Director, Art Director, Designer
A playful, sustainability-minded brand campaign for Nectar’s UK debut. I partnered with creative Nicole Adams to present five launch concepts, then developed the chosen route into three witty executions. The visuals leaned into the idea that with a Nectar mattress you’ll need something extraordinary to get you out of bed—captured in a fast-paced shoot with photographer Sam Robinson and team.
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INSIGHT
Buying a mattress is a rare purchase, but the universal desire for a deeper, greener night’s sleep is constant. By combining Nectar’s 100% climate-neutral credentials and science-based reduction targets with a tongue-in-cheek “you’ll never want to get up” hook, we gave the brand an attention-grabbing UK introduction that highlighted comfort and sustainability in equal measure.
Original visualisation at concept stage.
Executions were sized into six different press ad sizes and 3 different outdoor sizes. Artworked by me, retouched by The Laundry.
Original visualisation at concept stage.
We enlisted the help of real band ‘Towers’ for a more authentic goth music feel!
Original visualisation at concept stage.
