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Wait What? · Sleepme · Paid social · Art Director, 2022–23

Wait What?

A self-cooling bed sounds like a myth. So we put it next to four of them.

Result

12.4ROAS, blended across the full Wait What? campaign.Sleepme’s top ad set of 2023.

The series, 4 ads · Variants

One template, four myths

Only the myth changes. The product and the line stay put.

  • sleepme
    Sleepme ad: grainy Loch Ness photo beside ‘Quality sleep is not a myth’ and the Dock Pro Sleep System
  • sleepme
    Sleepme ad: UFO over a forest beside the Dock Pro and ‘Quality sleep is not a myth’
  • sleepme
    Sleepme ad: mermaid underwater beside the Dock Pro and ‘Quality sleep is not a myth’
  • sleepme
    Sleepme ad: unicorn in clouds beside the Dock Pro and ‘Quality sleep is not a myth’

The idea

Challenge

A water-cooled sleep system sounds like every other sleep claim. The ad had to stop the scroll, then be believed.

What I did

  • Concept: “We believe…”, a famous myth beside one line: “Quality sleep is not a myth.”
  • Four ads: Nessie, UFO, mermaid, unicorn.
  • A split template that locks the product and line, so a new myth is a photo swap.

The line

“Quality sleep is not a myth.”

In context

Built to break the feed

A grainy lake photo between polished lifestyle ads. You look twice, then the product answers the joke.

sleepme
Sleepme ad: grainy Loch Ness photo beside ‘Quality sleep is not a myth’ and the Dock Pro Sleep System

Role

I took Wait What? to a 12.4 ROAS for Sleepme.

Role
Art Director — concept, copy & design
Company
Sleepme
Channel
Paid social
Years
Jan 2022–May 2023

Next project

Art Direction, Written Down

Contact

Contact

Hiring? Let’s chat.

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Works
Remote, based in Phoenix, AZ
Open to
Art Director roles, DTC and B2B
Worked with
3Z Brands, Shutterfly, Sleepme, Yandy, Valassis