Cubby Beds Case Study: The Night Shift

We are the night shift.

For the launch of its next-generation bed, Cubby set out to run its first major brand campaign, in a category that had long spoken the language of safety and risk. The families Cubby serves, parents of children with autism, sensory processing differences, and related complex needs, were asking for more than prevention: room to breathe, and the motivation to keep fighting through an insurance process that can stretch for months. The work also had to land with four audiences at once, the families who use the bed, the partners who sell it, the clinicians who prescribe it, and the payers who cover it.

“We are the Night Shift” is the platform we created in response, grounded in two weeks of immersion, interviews across Cubby’s leadership, and caregiver research. Star, Moon, Cloud, and Owl each stand for a real part of how the brand shows up, from the bed’s safety features and Dream Hub to the support that carries families through the process and every night after. We introduced them in a hero film that recreates bedtime, the moment often hardest for these families. It contains live action and 3D animation sharing one frame, produced with OddBeast and extended into cutdowns, a staggered character teaser, and a launch toolkit Cubby can keep scaling across email, social, and YouTube.

The Night Shift didn’t stop at the film. We gave Cubby a full campaign toolkit: four characters, each mapped to a brand pillar and a brand archetype, a content engine spanning paid, organic, influencer, owned, and email, and ready-to-use Figma templates their team can keep producing from. One idea, scaled across every channel and made to outlast the launch.

Star shines a light on every family’s journey. As Cubby’s trusted guide, Star represents the support, confidence, and care that help families navigate each step—from the first conversation to every night that follows.

Moon watches over every night. As Cubby’s steady protector, she represents the trusted safety features that give families peace of mind, creating a secure environment where children can sleep, grow, and thrive.

Cloud creates a calm place to land. As Cubby’s gentle comforter, she represents the warmth, familiarity, and sense of security that help children settle into a space where they can relax, recharge, and feel at home.

Owl brings thoughtful innovation to life. As Cubby’s trusted expert, he represents the smart technology and purposeful design that help families feel confident, connected, and supported through every day and every night.