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. 



Concept, Design & Direction:

Simon Armstrong


Simon Armstrong & Chris Daw

Music / Sound effects::

Nick Crofts & Paul Stroud


Richard Briars


  • 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