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

I produced and art directed a multiple page collaboration promotion for Moët & Chandon champagne in conjunction with the Bermuda Tourism Authority and the America's Cup for Tatler.

Photographer: Sean Gleason
Tatler UK

I art directed the 2017 Halloween campaign for George at ASDA. This fun campaign ran in Asda's print magazine Good Living as an editorial feature. It also featured across the brand's social media channels, online sites, poster billboards, POS and in Asda stores nationwide during the build up to Halloween. Here are a selection of images from the the campaign. Click here to see it on Asda.com

Photographer: Louise Samuelson
Client: George at ASDA

A multi-brand pre-party promotion shoot in the December issue of Tatler. Brands featured: Smythson, Walter & Herbert, Beluga, Aspinal, S. Pellegrino, Nyetimber and Dr Sebagh,

Photographer: Andrew Woffinden
Tatler UK

Art Direction for Red online article featuring three women on the midlife career shift that has given their professional lives new meaning.

Photographer: Victoria Adamson

With the recent success of films such as The Greatest Showman (streaming on NOW TV) making us all marvel at the magnificence of the traditional big top, we wanted to know - is circus life really all sequinned leotards and gravity-defying stunts? Here is the shoot that I art directed, read the full feature at RedOnline featuring Silvia Fratelli, circus performer and co-founder of acrobatic theatre group Mimbre.

Photographer: Ben Riggot
Client: Red Online, Hearst
Hair/makeup: James Butterfield; Styling: Kate Andrews

Mini cars appeared in a 'Best of British' collector's edition in Tatler, Mini has evolved significantly since its classic shape came about in the Swinging Sixties so I wanted to create a concept that subverted stereotypes. I came up with a stand-out execution that was forward-thinking and design-led, just like the new generation Minis. 

Photographer: Lee Brimble
Graffiti artist: Tizer
Tatler UK

Working with the cosmetic surgeon Dr Sebagh, I created a collection of stand-alone pages, from art directing shoots to designing still-life beauty pages to promote his clinic services and best-selling beauty brand.

Photographer: Matthew Shave
Tatler UK

I art directed a series of portraits of the ultimate wedding experts for the first ever Tatler Wedding Guide. These professionals included a wedding dress designer, make-up artist, florist, cosmetic surgeon, wedding gift list company, tailor, jewellers and a party architect.

Photographer: Stuart McClymont
Tatler UK

Photographer: Dan Smith
Tatler UK

Leading luxury brand shoot to showcase how to tie the knot in style. Brands featured: Moët & Chandon, Rolex at Asprey, Waterford, House of Garrard, Martin Miller's Gin and Georg Jensen.

Photographer: Matthew Shave
Tatler UK

A purrfectly precious multi-brand jewellery shoot.

Photographer: Matthew Shave
Tatler UK

A portfolio of Tatler's 'Great Brits', which was a promotion that I art directed for Tatler's Best Of British Guide.

Portrait Photography: Hugo Burnand
Still-life Photography: Omer Knaz
Tatler UK

Photographer: Carter Bowman
Tatler UK

Photographer: Matthew Shave
Tatler UK

Photographer: Joanna Patterson
Tatler UK

Photographer: David Parfitt
Tatler UK

I art directed a selection of stylish up-and-coming talent for multiple magazines as this cross-title promotion ran across Tatler, GQ and Vogue and the images were used for advertising too.

Photographer: Donja Pitsch
Tatler UK

A tip of the hat to the world's finest jewellers.

Photographer: Karin Berndl
Tatler UK

A promotion to celebrate the Breguet Marie-Antionette jewellery collection. From watches for Marie-Antionette to beautiful jewels for today's party kings and queens, Breguet has always been a court favourite.

Photographer: Baldovino Barani
Tatler UK

A frolic in the county with these lifestyle brands: Purdey, The house of Bruar and Nyetimber.

Photographer: Carter Bowman
Tatler UK

Photographer: Nicky Emmerson
Tatler UK

Photographer: Karin Berndl
Tatler UK

Photographer: Ian Derry
Tatler UK

Lights, camera, action. The Range Rover Sport demands an attention-grabbing entrance.

Photographer: Douglas Fisher
Tatler UK

Photographers: Lee Jenkins and Tom Evan-Cook
Tatler UK