By visually playing with tropes from the beauty, sport and wellness categories, we present sleep as products, which often promise the same benefits that sleep itself provides. Each execution highlights a surprising benefit of sleep, by comparing it to a fad product that promises the same results but rarely delivers.

We created large scale models of an energy drink can, a pot of anti-ageing cream and a vitamin supplement bottle, which were used to house IKEA bedding. The bedsheet, duvet and pillows were cleverly placed within the packaging vessel, to represent the products within, as a visual representation of the underestimated power of sleep.

The model builds were shot in-camera as still-lifes and presented as striking posters, at first glance appearing like ads for the products we are parodying. It’s only on closer inspection that the viewer realises that there is a much simpler solution to these benefits: sleep itself.