The Oura Sleep Lab is a fictional world inside Oura set in Finland, built around a small and quirky team dedicated to helping people sleep better. The campaign evolved into a three part series that blended science, story, and a light sense of myth to give the brand a warmer and more human voice. I created the concept, wrote the treatment, guided the creative development, and planned the distribution. The series opened new paths for storytelling at Oura and gave the brand a more approachable way to talk about sleep, recovery, and everyday performance.
