For 2026, And So To Bed set out to move decisively into the luxury lifestyle space. I was brought in to lead a 360° campaign alongside a refreshed brand tone of voice and a wider brand refresh, with Sleep Is A Superpower as the launchpad for all three.
The line “Sleep Is A Superpower.” works across every touchpoint. It is direct, empowering and slightly counterintuitive, which makes it memorable. It treats sleep not as something that happens to you but as something you choose to invest in. The campaign does not lecture. It does not list features. It shows people what life feels like when sleep is elevated, and makes sleep feel aspirational, intimate and entirely worth investing in.
My creative direction established the visual world as luxury editorial, not product catalogue. The campaign centres around four interior environments within a single, beautiful location house. Each room tells a slightly different story while belonging to the same coherent luxury world. Photography and film work together to bring it to life with movement, atmosphere and sound: soft natural light, unmade beds, a book left open, and rooms that look as though life has only just left them. A rested couple bring warmth and realism to the work, and the edit feels unhurried, as a luxury brand does not rush. The refreshed tone of voice carries the same restraint: intimate, supportive and discerning, a brand that whispers rather than shouts.
The 360° campaign spans photography and film, print and digital advertising, organic social, the website and retail, with a seasonal layer sitting sensitively on top of the evergreen work. The result is a cohesive visual and verbal identity, and a campaign worthy of the brand’s craft.
Team
Creative Direction: Samantha Brownstein
Photographer: Toby Mitchell, tobymitchellcreative.com
Agent: @pearsonlylemanagement
Digital: Elliott Lacey, @elliott.lacey
Lighting: Tom Sedgewick, @tomsedgewick
Retouch Assistant: Ed Tritton, @edtritton
Motion: Oliver White-Smith, oliverwhitesmith.com
Motion Assistant: Ted Simpson, scout-studio.co.uk
Stylist: Florence Rolfe, florencerolfe.com
Styling Assistant: Kasia Bevan, @dwell_nicely
Wardrobe: Chloe Louise, @sourcestyleshoot
HMU: Alice Howlett, alicehowlett.com
Models: Freddie Abrahams, @freddieabrahams, and Melissa Steven, agent: @motmodels
Client: And So To Bed @andsotobed_uk