The room
AI IMAGERY / ART DIRECTION / DIGITAL DESIGN
I’M SANDRA.
I love interiors, photography and figuring out what makes an image feel real. I made this page to show you what I’d like to create for Puffy.
MY IDEA FOR PUFFY
A LITTLE
LONGER.
I wanted to create a bedroom you’d want to spend a slow morning in. Warm light, bedding that looks like someone has slept in it, and a bed that feels like it belongs in the room.
That’s the idea behind ‘A little longer’. I used Lux as the focus and built the images around that feeling. Then I put them into a page and two ad examples so you can see how I’d use them.
- THE PRODUCT
- Puffy Lux / King
- THE IDEA
- A little longer
- MY PART
- Art direction, images and page design
- WHAT I MADE
- Room photos, lifestyle, details, a page and ad examples
01 / CAMPAIGN IMAGES
PUFFY,
THROUGH MY EYES.
I kept coming back to dark wood, soft light and cream fabrics. I wanted the room to feel warm, with enough texture that you can almost feel the bedding.
THE BED / THREE VIEWS
02 / THE WEBSITE
FROM CAMPAIGN
TO PAGE.
I wanted to show where these images would go. Here’s my idea for a Lux page, from the first image through to a closer look at the mattress.
01 / THE SLOW STARTLet the morning wait.
NO PLANS. NO RUSH.Just five
Just five
more minutes.
The light comes in.
The day can wait.
You’re comfortable here.
THE MATTRESS BEHIND THE MORNING
Puffy
Lux.
Take a closer look at what’s underneath.
- Featured size
- King
- Width
- 76 inches
- Length
- 80 inches
The layout decisions
I’ve thought about where the words sit, how much of the bed you can see, and how you find your way to the product. You can switch between desktop and mobile to take a look.
03 / LIFESTYLE
THE MOMENTS
IN BETWEEN.
These are the little moments I wanted to show. A coffee before getting up, the light coming through the window, and a reason to stay in bed a little longer.
04 / UP CLOSE
LIGHT.
FABRIC. DETAIL.
This is where I look a little closer. The folds, seams and texture matter. Bedding needs to fall like fabric, and the mattress needs to sit properly in the frame.
IVORY LINENQUILTED TOPMATTRESS DETAIL
WOVEN THROW05 / A DIFFERENT DIRECTION
A DIFFERENT
FEELING.
Here are the website photos I used as product references, next to my own ideas. I wanted to show how a different room, light and bedding could change the feeling.
A morning in bed
The first website image is cropped. You can open it to see the original. I haven’t run performance tests on these concepts.
06 / PAID CREATIVE
TWO IDEAS
FOR THE ADS.
I’d try both of these. One shows the room and the bed. The other brings in that quiet moment with a coffee.
puffyA little
A little
longer.
Puffy LuxExplore Lux ↗
puffyA little
A little
longer.
Puffy LuxExplore Lux ↗
I’d work with your marketing team to see which gets people interested, then look at whether they click through and explore Lux. These examples haven’t been run as ads.
07 / HOW I WORK
HERE’S HOW
I WORK.
I like having a clear idea before I start. Then I can focus on the details that need work.
Know what we’re making
I start with the product and what the image needs to do. I collect product references, then choose the room, styling and light I want to work with.
Keep the same feeling
Once I’m happy with the direction, I keep the room and light consistent. I want wider views, closer details and lifestyle moments that feel like they belong together.
Look at what feels wrong
I look for fabric that falls strangely, a person who’s too big for the bed, or a mattress that looks pasted in. Then I work on that part and check the whole image again.
See it on the page
I put the images into the layout and check them on desktop and mobile. The crop, the words and the product all need to work together.
ONE DETAIL I WENT BACK TO
The HYBRID label was missing from the front-right corner. I went back to the product reference and worked on that detail while keeping the room, camera and light. Small things like that matter when you’re showing a real product.
WHAT I USED
I made these images with ChatGPT Images, using product photos and my own image references. The page is built in React. I also use Flux, Lightroom, Canva and CapCut in other parts of my work.
About this concept
I made this concept independently, using AI. Puffy hasn’t commissioned or approved it. Before using it in a live campaign, I’d check the product details against Puffy’s approved assets with the team.
08 / A LITTLE ABOUT ME
HI, I’M
SANDRA.
My background is a mix of modelling, hairdressing, interiors and digital marketing. I’ve spent time in front of the camera, styling people and rooms, and creating content for brands.
I grew an audience of over 200,000 across Instagram and TikTok by teaching people how to take better photos and create AI photos. I spend a lot of time looking at light, angles and the small things that make a photo feel believable.
I’m also the founder of SSELFIE, where I’ve been building AI photo and content tools. I like figuring things out and making something people can actually use.
FOUNDER / SSELFIEI built SSELFIE.Read the case study ↗
An AI photo and content product, from the idea to the design and a working platform, built with AI support.
MARKETING MANAGER / INTERSPORT / 2023Content for 10 retail storesRead the case study ↗I worked with social media, content and campaigns across the stores.