From Russia to China.

Askona is a prominent Russian company specializing in the production of sleep product. Entering the Chinese market as "Sleep Professor," Askona capitalizes on the growing awareness of sleep quality among Chinese consumers, aligning with market research that indicates a rising demand for premium sleep products in China.

A Brand New Approach

Askona's entry into the Chinese market under the rebranded identity "Sleep Professor" showcases a unique and artistic approach to marketing sleep products. We helped this Russian brand adopted a sophisticated and imaginative strategy aimed at the millennial demographic in China. The core of their marketing message revolves around the emotive and experiential aspects of sleep, suggesting that their products have the power to influence dreams and enhance mood.

With AI powered creativity (Midjourney and Stable diffusion), we created a set of dreamy visual directions for different types of products. Each visual is crafted to emphasize the emotional and sensory appeal of Sleep professor's sleep products, promising not just sleep but an enchanting dream experience.

Creative Production

With a meticulous pre-production phase of concept development and artistic planning, followed by a post-production phase of detailed image editing and compositing to create dreamlike and emotionally resonant scenes, our creative team planned and overlooked the shooting in a Shanghai Cinematic studio.

From a detailed color guide to a well planned casting process, creatives ensure the visuals are both aesthetically appealing and aligned with the brand’s identity.

A

• DREAM

• CAME

• TRUE

A • DREAM • CAME • TRUE

With the help of AI and pre-production retouching to adjust lighting, color, and texture, ensuring a seamless transition from reality to dreamworld, with the product—the pillow—remaining a focal point that ties back to the tangible benefits of the brand. The resulting image is not just a portrayal of sleep, but an invitation to a realm of tranquil dreams