Campaign

Brief: Develop a campaign to launch the new Oui Living bedding collection, focusing on personalization and the idea of making the bed—and the experience—your own.

Concept: Captured in soft, natural light within a realistic bedroom setting to highlight the collection’s colors, layers, and textures. The creative direction introduced a subtle voyeuristic perspective—showcasing intimate, candid moments that reflected a person’s morning routine, bringing a quiet authenticity to the visuals.

Results: Delivered elevated, cinematic content that marked Indigo’s first fully shoppable bedroom environment. The campaign drove a 40% increase in bedding sales and was rolled out across all in-store and digital platforms, strengthening the brand’s presence in the home category.