SirapopMultidisciplinary Creative
G’nite · Art Direction

Do You Have Insomnia?

Do You Have Insomnia? — G’nite, Art Direction by Sirapop
Client
G’nite
Role
Art Director

Nobody says “I have insomnia.” They say “I can’t stop thinking about it.”

Context

G’nite had credibility as a natural sleep supplement and an audience that skewed older. Reaching teenagers meant competing in a feed that moves fast and forgives nothing.

Idea

“Everyone Has a Reason They Can’t Sleep.” Reframe the product away from medicine and toward the thing actually keeping people awake.

Craft

Surreal 3D films made with 3D creators, pushing everyday social anxieties, comparison, embarrassment, money, into dream logic. Strange enough to stop a thumb, specific enough to be recognised.