Bedding brand, Bedsure, has hit a trifecta for things people like to watch in videos. Its campaign created by creative agency, F5 Shanghai, and directed by Kevork Aslanyan with B2Y Productions, features puppies, a bear and an alien.

It also scores highly for left-of-centre humour – ranging from sweet (puppies!!) to quirky. Aslanyan is known for his humour. That’s where he began. “Comedy is a great universe where you can experiment with what you have a lot, as the main goal is to make someone out there laugh,” he stated.

“We’ve got a bear, an alien, and some sweet puppies in the mix. What could go wrong, you ask? Well, if you’ve ever shot with babies or animals, you know the pain. But baby dogs… that’s a whole new level. All you can do is look to the skies, ask the film gods to be on your side, and, if you’re religious, say a quick prayer before rolling,” Aslanyan commented.

Humour doesn’t define Aslanyan as a director, though. “I absolutely adore and can even say that I crave working on dramatic, melancholic pieces as well, pieces that tear people apart, destroy love relationships, and showcase vicious, violent acts. I love being a part of such stories as well, as they represent what my inner universe is all about,” he added.

Let’s say unexpected, or to use an advertising cliché, fresh, is his forté. https://kevo.work/

Credits:

Client: Bedsure

Agency: F5 Shanghai
Chief Creative Officer: Adams Fan
Business Director: Elva Wang

Production Company: B2Y Productions
CEO: Aleksander Kenanov 
Director: Kevork Aslanyan 
Producer: Bogomil Georgiev 
Production Coordinator: Viktoria Dimitrova
Production Assistant: Mihaela Zhekova

1st AD: Karina Kostadinova
DOP: Anton Ognyanov
1st AC: Nikolay Bekyarski

Editors: Bogomil Georgiev, Kalina Spasova
Sound Designer: Viktor Marinov
Colour Grading: Vanya Tomova
VFX: Velimir Slavov
SFX Supervisor: Nikolai Fartunkov