NLL / CS 001Brand brain and scalable system

Sleep or Die.

A brand brain and a monthly film engine for a late night sleep brand.

Sleep or Die · 202600:00:00:00

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The work.

Four from the month.

01 / 04

The bedside.9:16

Late night.9:16

The big box.9:16

The strip.9:16

The result

Delivered to schedule across the retainer. A trained style that makes new concepts without new setup, and a working model for plugging into a client side media buying team.

CS 001 · Wellness · 2026

A creative retainer for a direct to consumer sleep brand, turning a trained visual style into a repeatable monthly engine of short form social video.

Client: Sleep or Die
Region: Los Angeles
Practice: Brand brain and scalable system
Deliverables: 12 × 15 s films, 50 static ads
From: June 2026

The brief

Sleep or Die is a premium, late night sleep strip brand. They needed a steady flow of social video that stayed on brand every month, without rebuilding the look each time and without a full production budget behind it.

The thought that unlocked it

Train the visual style once, then make against it. Three audience clubs carry the storytelling: 4AM for new moms, 2AM for Gen Z, 12AM for millennials without kids.

The key visual. One nightstand, one trained look.Style frame

How it was made.

Step 01
Build the brand brain
The look, the rules and the three audiences, built as a system in Figma.
Step 02
Train the style
One visual style, trained once and reused every month.
Step 03
Write the month
A weekly working session against a rolling concept list.
Step 04
Make
Four finished 15 second films a month, in 9:16 and 1:1.
Step 05
One firm revision
One round, which is what keeps the engine moving.
Step 06
Deliver
12 × 15 s films and 50 static ads.

● People◐ People with AI○ Delivered

The system behind the work, drawn the way it runs: prompts and references in, one model, a person signing off the master, and the outputs that come from it.

The tech

Figma brand brainChatGPTSeedanceTrained style v39:16 and 1:1