Case study 02Bedding, homeware and lifestyle2026
SheridanOne quilt, every kind of sleeper
Sheridan needed one campaign idea that could explain a versatile new quilt to very different kinds of sleeper, hold a premium standard, and run everywhere from a shopping centre screen to a product page.
- Client
- Sheridan, part of Hanes Brands Australasia
- Campaign
- Custom Comfort
- Range
- Clippable Quilts
- Year
- 2026
- Type
- Creative direction, AI campaign production
- Output
- More than 40 campaign assets
01The ask
The client and the ask
Sheridan is one of Australia's most recognised premium bedding and homeware brands, part of Hanes Brands Australasia. It reaches customers through a national retail network, department stores and online, in a category where Adairs, Bed Bath N' Table and Pillow Talk are all photographing the same beautiful bedroom.
The brief was Custom Comfort, the campaign launching Sheridan's new Clippable Quilts range. The product idea was versatility: people sleep differently, and the quilt can be configured to suit them. So the campaign had to carry that thought, hold Sheridan's premium standard, and stretch across retail environments, shopping centres, digital, social, ecommerce and out of home without thinning out along the way.
More content was never the problem. The problem was finding one idea that could show a single product serving several kinds of sleeper, and then make that idea survive every placement it landed in.
02Character boards
Character boards from the campaign
Drag across the frame to compare
Each board pairs the character's sketch treatment with the final frame.
- 40+Campaign assets delivered.
- 6Placement types, from shopping centre screens to product pages.
- 1Campaign world every asset came out of.
03The approach
Four steps, one campaign world
- 01
Learn the product properly
We started with what the Clippable Quilts range actually does, who buys it, what Sheridan's brand will and will not allow, and every channel and format the campaign had to fill.
That front end is not admin. The quality of what comes out later is set by how much real product and customer detail goes in at the start.
- 02
Turn sleep preferences into people
Different comfort needs became distinct customer characters, each one representing a real reason someone would choose this product. They were built to explain the Custom Comfort idea, not to add visual variety.
Anton is the clearest example. Anton is a warm sleeper who does not need many blankets. That single fact decided what he wears, how he appears in the room and which Sheridan products sit on his bed.
- 03
AI conceptualisation
This is the step people ask about, so here is what it involved. Each character's backstory became the brief for their scene: clothing, body language, bedroom, styling, and the way they handled the bedding. Concepts were then judged against character realism, product accuracy, brand fit, composition, visual consistency and whether the sleep preference actually read at a glance. Anything that failed one of those went back.
Working this way, one campaign idea produced more than 40 still and motion assets while the characters stayed recognisably themselves and the product stayed accurate across every frame. It became the largest AI campaign Absolutely AI had delivered at the time.
The value was never that a machine can make a lot of images. It was that Sheridan's product and customer knowledge sat inside every creative decision before anything was made.
40+Still and motion assets, produced from one connected campaign world.
- 04
Adapt it to every placement
Approved concepts were extended across the dimensions and formats the rollout needed. Composition, framing, motion and visual hierarchy were reworked per placement, so a shopping centre screen and a product page each got something built for them rather than a crop of the same file.
04The cast
Everyone sleeps differently. Show it.
Every character was built from a sleep profile first.
“Using AI allowed us to explore new creative possibilities for showcasing Sheridan's new Clippable Quilts range. This helped us tell the story of multiple personas and how comfort can be customised to different sleep styles through versatility and personal style.”
“we're able to create characters that are more than just imagery. They actually have backstories and that informs the way that they use these different products.”
From the Sheridan behind-the-scenes interview“Everyone in our team has a background in the creative industries and we're able to use AI just as another tool, just as we would a camera, just as we would use a computer as well.”
From the Sheridan behind-the-scenes interview
05Results
What Sheridan got
More than 40 campaign assets, covering retail environments, shopping centres, digital channels, social, ecommerce and out of home. Stills, motion and the adaptations each placement needed, all of it traceable back to one campaign idea.
Sheridan came away with a way to explain the versatility of the Clippable Quilts range that does not depend on explanatory copy. A person, a behaviour, a comfort preference and a product use, in one frame. The characters and the persona framework behind them can be picked up again for the next range.
For Absolutely AI it was the largest AI campaign we had delivered at that point, and it settled the question of whether this approach holds up at national retail scale for an iconic Australian brand.
06Where it goes next
A campaign system, not a one off
The persona framework is reusable. Seasonal collections, new ranges, different audience segments, ecommerce and product education, retail screens: each of those can run off the same foundations rather than starting from a blank page, subject to Sheridan's strategy and agreed asset rights.
The approach travels beyond bedding too. It fits any brand with one product serving several customer needs, where the honest answer to why someone should buy it changes depending on who is asking.
- 40+Assets from one campaign idea.
- 6Placement types covered.
- 2026Custom Comfort, launched.