As a thoughtful bedding brand, the 11thHour world is one where nature and creativity are centered through sustainability and smart consumerism. The idea of “forward dreaming” is at the core of the brand. I developed the visual direction for the startup’s first professional lifestyle and product shoot alongside the brand founder, taking inspiration directly from the product’s inaugural prints. Each print had a very different tone: one driven by a kaleidoscopic flora pattern, and the other celebrating each astrological symbol. We formed narratives around each based on their projected consumer, and built condensed worlds around that aesthetic. Photographer Ciarra Siller executed each directive with energy and understanding, exuding the dreamy creativity of the brand.