Clouds, Kush & AI: How Pajamas Became a Lifestyle Movement
Or: How We Used AI to Write Like a Stoned Poet in Love With Linen
Let’s rewind.
The VON LOEBELL Collection is a beautiful unisex sleepwear brand that doesn’t shout but whispers adventure. Think: crisp cotton, crazy prints, timeless cuts. Now add a little spice.
The idea behind the “Clouds & Kush” campaign?
☁️ The new prints of the collection
🌿 The hazy indulgence of doing absolutely nothing
🎯 The unapologetic joy of gifting pajamas to yourself or someone you adore
The challenge: How do you write like a dreamy, high-functioning luxury stoner without losing class?
What We Asked AI to Do (And How We Tweaked It)
We gave our tool of choice a brief:
“Channel a warm Berlin winter morning with a mug of cocoa, Sade on vinyl, and someone named Bruno wearing a robe .”
GPT responded with some hilarious ideas (“Drifting into consciousness like a croissant on a memory foam mattress”) and some brilliant gems. Our job?
Curate. Reframe. Add brand depth.
We used AI to:
- ✨ Generate poetic taglines in the tone of soft sarcasm
- 🎁 Draft newsletter headlines that didn’t scream “SALE” but purred “slow down”
- 📸 Create captions that matched the aesthetic of hazy, editorial photography
- 🌬️ Play with metaphors and sensory language at a pace no copywriter could hit solo
A while back, we did a Case Study: The Gift Guide That Felt Like a Hug
Instead of going the usual holiday route (“Top 5 gifts for your sister-in-law”), we launched a sensual, witty campaign:
“Gift something that whispers, not shouts.”
“Outfits for never leaving the house (and still being the hottest person in it).”
“For the ones who deserve softness this year—including you.”
Open rates went up.
Instagram posts were saved and shared.
People didn’t just shop—they replied with DMs like: “This made me feel seen.”
Why This Isn’t Just Clever Copy
This is strategy.
Brand alignment.
Emotion meets data meets vibe.
Se Han doesn’t use AI to sound generic—we use it to dial into a brand’s exact emotional frequency, then let creativity do the rest. Our team of brand thinkers, designers, and writers fine-tune every touchpoint so your campaign feels handcrafted (even if GPT helped write half of it).
🎯 TL;DR:
With “Clouds & Kush,” we used AI as a moodboard in language form. The result? A campaign that felt like a luxurious exhale—and helped a boutique brand cut through the noise.
Enjoyed reading this? Read a similar story of an entirely different Use Case – Veterinarians and pet owning humans.
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