The art of craft with Elly Suh and Florian Leonhard

Savoir Beds, the luxury bed company, was about to launch Elly – a design inspired by violinist Elly Suh.

The marketing team approached Nougie Film, who I regularly work with, to develop a campaign to promote their new launch.

We learned that Elly is not only an incredibly talented violinist, but she also shares her life with world-renowned violin maker Florian Leonhard. Together, they embody the spirit of Savoir's brand and resonate deeply with its audience, so would be the perfect characters to lead the campaign.

We secured access to Elly and Florian, and pitched A Place to Dream – Savoir's first branded content campaign. Blending the literal with the figurative, the campaign celebrated craftsmanship and the pursuit of perfection through character-led storytelling.

The campaign comprised beautiful photography for print and digital campaigns in the likes of the FT, written blog content, and a documentary-style film for which we created a series of social media assets.

We spent a wonderful day filming in Florian’s London studio, watching him bring a simple piece of wood to life. Then Elly left us breathless when she tucked an antique violin under her chin and filled the room with exquisite music.

A Place to Dream performed well from a brand-building perspective. The campaign was integrated across Savoir's product pages, and articles inspired by A Place to Dream continue to support Savoir's editorial strategy around sleep, craftsmanship and design.