Premier Inn
Always Sleep Well
2024
GRAPHIC DESIGN | STORYBOARD | SCRIPTWRITING
Launching a familiar British brand into a new market.
As Premier Inn expanded into Germany, the challenge was to introduce one of the UK’s most recognisable hotel brands to a new audience while maintaining the warmth, familiarity and reassurance associated with the brand.
Working as part of the creative development team, I contributed to the early-stage concepting, scriptwriting and narrative development for an integrated campaign spanning film, photography, digital advertising and out-of-home placements.
My role focused on developing storyboard sequences, contributing to campaign scripts and creating concept treatment documents that established the visual language, tone and storytelling direction for the wider campaign rollout.
Creating the Campaign Narrative.
The campaign centred around the emotional value of a great night’s sleep, using cinematic storytelling and relatable travel moments to position Premier Inn as a welcoming and dependable place to stay.
Narratives explored a broad range of guest experiences, from business travel and family stays to football weekends, nightlife escapes and personal downtime, helping create a more human and culturally adaptable introduction to the brand for the German market.
I contributed to shaping the tone, pacing and sequencing of these stories through script development, storyboarding, visual storytelling direction, and presentation and treatment design
Storyboarding & Treatment Development.
A significant part of my role involved translating early creative ideas into clear visual storytelling frameworks that could be presented internally and to the client team.
This included producing storyboard sequences, defining shot progression and helping establish how the campaign would flex across multiple film durations and advertising formats.
The treatment documents combined narrative direction, visual references, motion and pacing ideas, photography approach, tone-of-voice exploration, and cross-channel rollout thinking. These documents became the foundation for aligning creative, production and stakeholders around the campaign vision.
Visual Language & Brand Direction.
The creative direction leaned heavily into atmosphere, comfort and sensory detail. Inspired by cinematic and ASMR-style filmmaking, close-up interactions with bedding, lighting, curtains and room textures were used to communicate calmness and restfulness in a tactile, emotionally engaging way.
A recurring moon motif, inspired by the Premier Inn logo, became a unifying visual asset throughout the campaign, appearing across film transitions, photography and out-of-home executions to reinforce brand recognition within the German market.
Integrated Campaign Rollout.
The campaign was designed as a scalable visual system that could adapt across multiple channels and formats while maintaining a consistent brand identity.
Outputs included, hero films and cutdowns, digital and programmatic advertising, social-first content, photography-led campaign assets, banner advertising, and out-of-home placements.
This modular approach allowed scenes, visuals and messaging to be reconfigured across different durations, audiences and media placements while retaining a cohesive narrative language.