The Brief:

To conceptualise a new character driven ad campaign for bed specialist Dreams.  The animated character would illustrate Dreams' unique selling points to their customers.  The character must be a distinctive and friendly mascot for Dreams that resonates with their target demographic.  Deliverables included 3 commercials and a fully functioning animated html micro site plus press stills.

Our Approach:

The chosen character was based around the idea of a head on a pillow.  The concept we drafted for the campaign was that of a sleep aid voice over (Richard Briars) which would guide our sleep deprived character to Dreams.  Here our character would find all the solutions for that illusive night's sleep.  The initiative; visualising someone's dreams guided by the sleep aid tape as well as how dreams are often augmented perceptions of our everyday reality. 

The Credits:

Client: Dreams Plc

Concept, Design and Direction: Simon Armstrong

3D: Simon Armstrong

After Fx: Chris Daw

Music and sound effects: Nick Crofts and Paul Stroud  

Web build: Stephen Elford