Boux Avenue

Boux Avenue partnered with AK Experience to launch the Sleepy Tour – a Christmas campaign concept we developed to take the brand’s pyjama collection out of the bedroom and into the city, transforming London into a series of surreal sleep-inspired moments.
We placed the brand across iconic locations, each reimagined through CGI and mixed reality. A pastel pink double-decker bus moves through the streets, its interior replaced entirely by a plush bedroom of duvets and oversized cushions. At the stop, a machine dispenses eye masks instead of tickets. In Trafalgar Square, the Christmas tree is rebuilt from stacked Boux-branded pink pillows, scaled to match the square around it. Each activation was designed to feel just real enough to stop a scroll.
The campaign generated 2.5 million organic impressions, with the Sleepy Tour establishing a playful, dreamy visual identity for Boux Avenue across the Christmas season.