a beautiful product with no pull. a device, not a ritual.
PLUM had a gorgeous glowing nightlight, a thoughtful app, original bedtime stories. parents bought a gadget. kids felt nothing. a thing on a shelf is not a thing you ask for by name.
the answer to a bedtime brand with no soul is a character. and character is the single hardest thing to make in all of content: rigging, animation, lookdev, render farms. a short can run six figures and take months. that is exactly why it is the unmissable proof of what we do.
character work is the most expensive, slowest thing in the business. that's exactly why we built it into the pipeline.
The idea
we didn't design an ad. we designed a character kids ask for by name.
meet Tuck, a living corner of a child's blanket. drowsy, clumsy, endlessly kind. he gathers the dreams that slip away the instant you wake, and tucks them safely back where they belong. the PLUM device is his lantern, the warm light he works by. the comforter sometimes needs comforting too, and finds it.
WordlessCozyKind
Who is Tuck
Tuck is the dream keeper: a small, soft, folded-blanket creature who lives inside the warm glow of a child's bedside lantern and only wakes when the lights go out and the child finally falls asleep. every night, that sleep opens a brand-new dream-world, never the same one twice, and Tuck slips inside it to do one quiet job: keep the dream. sometimes that means guiding a runaway dream back home, sometimes calming a scary one, sometimes just sitting with a sad one until it softens, his lantern always in hand as both his light and his courage. he goes on these adventures because dreams are how a child makes sense of a whole big day, and some of them arrive too large, too lonely, or too frightening to face alone, so Tuck makes sure none of them ever are. he never speaks; he doesn't need to. and across a year of nights he isn't only keeping dreams safe, he's quietly helping one child grow a little braver, so that every dark turns kind and every morning comes gently.
The production year
pick a month. see the whole engine.
twelve episodes, twelve production months. each one is built around that story's two-minute wordless world-reveal film, then cut into a full content engine: motion, social at every ratio, stills, and a fresh guest character in the months that introduce one. January is the produced flagship; the rest show how every later month compounds, priced at the same standard agency rates.
EP01 is the produced flagship month: the storyboard, worlds and look are real. EP02 onward show how each additional subscription month compounds, at the same rates.
The flagship month. The storyboard, the twelve worlds and the locked look on this page are the real, produced build.
01MOTIONThe First Night, the world-reveal film+
1× two-minute wordless world-reveal film, the launch trailer
Key frames from the world
2× ambient bedtime loops, seamless
1× in-app home-screen loop, themed
Key frames from the film
World-reveal, establishing frameWorld-reveal, the hero momentWorld-reveal, Tuck inside the world
02SOCIALThe content engine, every ratio+
Cutdowns at 16:9, 1:1 and 9:16
60s, 30s, 15s, 6s
Stills posts: quote, announcement, carousel
Story + feed exports
P@plumInstagram•••
♡◯➚4,210
@plum the line from The First Night. #plum #bedtime
P@plumInstagram•••
♡◯➚3,880
@plum this month’s dream is here. #newstory
03STILLSKey frames from the world+
Hero key stills, poster quality
Character expression / moment stills
Product-integrated stills, Tuck and the lantern
Environment / world stills
The First Night, hero key still, altTuck, expression stillTuck, moment stillThe First Night, poster cropThe First Night, wide environmentTitle cardTuck and the lantern, macroThe First Night, frame you would frame
Month one was boarded and built. This shows what the Feb production month (The One That Got Away) delivers at the same rates.
01MOTIONThe One That Got Away, the world-reveal film+
1× two-minute wordless world-reveal film, the launch trailer
Key frames from the world
2× ambient bedtime loops, seamless
1× in-app home-screen loop, themed
Key frames from the film
World-reveal, establishing frameWorld-reveal, the hero momentWorld-reveal, Tuck inside the world
02SOCIALThe content engine, every ratio+
Cutdowns at 16:9, 1:1 and 9:16
60s, 30s, 15s, 6s
Stills posts: quote, announcement, carousel
Story + feed exports
P@plumInstagram•••
♡◯➚4,210
@plum the line from The One That Got Away. #plum #bedtime
P@plumInstagram•••
♡◯➚3,880
@plum this month’s dream is here. #newstory
03STILLSKey frames from the world+
Hero key stills, poster quality
Character expression / moment stills
Product-integrated stills, Tuck and the lantern
Environment / world stills
The One That Got Away, hero key still, altTuck, expression stillTuck, moment stillThe One That Got Away, poster cropThe One That Got Away, wide environmentTitle cardTuck and the lantern, macroThe One That Got Away, frame you would frame
04CHARACTER R&DFlick, the guest of The One That Got Away+
New character: Flick, the dream that will not be caught
Flick, expressionFlick, expressionFlick, expressionFlick, poseFlick, poseFlick, poseFlick, turnaround, side
Month one was boarded and built. This shows what the Mar production month (Too Big to Tuck) delivers at the same rates.
01MOTIONToo Big to Tuck, the world-reveal film+
1× two-minute wordless world-reveal film, the launch trailer
Key frames from the world
2× ambient bedtime loops, seamless
1× in-app home-screen loop, themed
Key frames from the film
World-reveal, establishing frameWorld-reveal, the hero momentWorld-reveal, Tuck inside the world
02SOCIALThe content engine, every ratio+
Cutdowns at 16:9, 1:1 and 9:16
60s, 30s, 15s, 6s
Stills posts: quote, announcement, carousel
Story + feed exports
P@plumInstagram•••
♡◯➚4,210
@plum the line from Too Big to Tuck. #plum #bedtime
P@plumInstagram•••
♡◯➚3,880
@plum this month’s dream is here. #newstory
03STILLSKey frames from the world+
Hero key stills, poster quality
Character expression / moment stills
Product-integrated stills, Tuck and the lantern
Environment / world stills
Too Big to Tuck, hero key still, altTuck, expression stillTuck, moment stillToo Big to Tuck, poster cropToo Big to Tuck, wide environmentTitle cardTuck and the lantern, macroToo Big to Tuck, frame you would frame
Month one was boarded and built. This shows what the Apr production month (Rainy Dreams) delivers at the same rates.
01MOTIONRainy Dreams, the world-reveal film+
1× two-minute wordless world-reveal film, the launch trailer
Key frames from the world
2× ambient bedtime loops, seamless
1× in-app home-screen loop, themed
Key frames from the film
World-reveal, establishing frameWorld-reveal, the hero momentWorld-reveal, Tuck inside the world
02SOCIALThe content engine, every ratio+
Cutdowns at 16:9, 1:1 and 9:16
60s, 30s, 15s, 6s
Stills posts: quote, announcement, carousel
Story + feed exports
P@plumInstagram•••
♡◯➚4,210
@plum the line from Rainy Dreams. #plum #bedtime
P@plumInstagram•••
♡◯➚3,880
@plum this month’s dream is here. #newstory
03STILLSKey frames from the world+
Hero key stills, poster quality
Character expression / moment stills
Product-integrated stills, Tuck and the lantern
Environment / world stills
Rainy Dreams, hero key still, altTuck, expression stillTuck, moment stillRainy Dreams, poster cropRainy Dreams, wide environmentTitle cardTuck and the lantern, macroRainy Dreams, frame you would frame
Your money, over time
What a typical production month could look like
Twelve months, twelve films, one engine. After the flagship, each month flexes to whatever the story needs next. A few of the shapes a month can take.
A flagship-episode month$45–65k agency
A two-minute wordless world-reveal film, boarded and built, plus the full content engine cut from it.
A guest-character month$50–70k agency
A new dream creature designed, ranged and motion-tested, then woven into that month’s reveal film.
A pure content-engine month$20–35k agency
No new film: one existing reveal restaged into a month of cutdowns, stills and posts across every channel.
A seasonal-finale month$55–80k agency
The holiday episode, every dream Tuck ever kept lit at once, plus a campaign and a paid burst.
A world-expansion month$30–50k agency
A brand-new dream-world built in the locked look, with its establishing, hero and Tuck frames.
An app + product month$18–30k agency
In-app loops, lantern product stills and store assets, themed to the current story.
Character R&D
we explored twenty. we kept one.
character is the most expensive thing to get wrong, so we cast wide before committing. twenty fully-rendered directions for the dream keeper, each turned front and side and put through the full emotional range. and we didn't stop at one. we took three directions all the way into motion, a full set of looping animation studies for each, so we could cast for performance and not just looks. running that much R&D in parallel, three characters explored before a single frame is locked, is exactly what AI makes affordable. the three motion-tested directions lead.
TUCK, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
Animation R&D · looping motion studies, one of three directions taken into motion
Idle / settleThe unfoldTired walkGetting upClumsy hopThe tuckFear to comfortTuck + lanternChasing a dreamClimbing
FLICK, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
Animation R&D · looping motion studies, one of three directions taken into motion
Idle / hoverLantern glowTake-offLoop flightChasing a dreamTired / flickeringFear to comfortLandingGuiding the wayLight trail
SKEIN, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
Animation R&D · looping motion studies, one of three directions taken into motion
IdleRoll acrossBounceUnravel a strandRe-windTired wobbleFear to comfortGetting upChasing a dreamTangle & untangle
LUMEN, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
NIMBUS, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
HOOT, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
PLUSH, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
LUNA, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
ORI, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
STARLET, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
COCOA, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
SNUG, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
SOCKS, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
DROWSE, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
WINK, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
MOTE, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
GLIM, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
BARNABY, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
DRIFT, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
EMBER, turnaround
FrontSideBust, frontBust, side
Emotional range
JoySleepyWonderWorriedSad
click any character to unfold its full turnaround and emotional range. or open the full gallery.
Look development · world R&D
five worlds. one we'd build.
a character needs a world, and the look of that world is its own expensive bet. so we ran the same R&D here. three signature scenes from the series, the cloud sea, the lost sock galaxy, the dark under the bed, each rendered in five complete visual languages. one constant holds every frame together: Tuck and his lantern, the warm light that makes any world unmistakably PLUM. we choose one look, then build the whole year in it.
click any frame to compare a world across all five looks. fifteen frames, one engine, the same Tuck locked on-model throughout, the kind of look-dev that used to take a concept studio weeks.
The year · twelve worlds
a new world every month.
with the look locked, we built the whole year in it. twelve dreams, twelve worlds, none alike, every one unmistakably Tuck's, held together by the character and the warm lantern light. each is shown the way it would board: a wide establishing shot, the emotional hero moment, and Tuck inside the world.
Jan · EP01 · The First Night
EstablishingHero momentTuck in the world
Feb · EP02 · The One That Got Away
EstablishingHero momentTuck in the world
Mar · EP03 · Too Big to Tuck
EstablishingHero momentTuck in the world
Apr · EP04 · Rainy Dreams
EstablishingHero momentTuck in the world
May · EP05 · The Lost Sock Galaxy
EstablishingHero momentTuck in the world
Jun · EP06 · The Longest Day
EstablishingHero momentTuck in the world
Jul · EP07 · Tuck's Own Dream
EstablishingHero momentTuck in the world
Aug · EP08 · The New Kid
EstablishingHero momentTuck in the world
Sep · EP09 · Back to the Dark
EstablishingHero momentTuck in the world
Oct · EP10 · What's Under the Bed
EstablishingHero momentTuck in the world
Nov · EP11 · The Gratitude Dream
EstablishingHero momentTuck in the world
Dec · EP12 · The Brightest Night
EstablishingHero momentTuck in the world
thirty-six frames, one locked look, the same Tuck in every world. click any frame to enlarge. the visual development for a full year, in an afternoon.
The campaign
one year. twelve dreams. one every month.
a year-long episodic world. every month a new long-form bedtime story drops in the app, the one kids relive night after night, launched by a two-minute wordless world-reveal film that then fuels a full month of content. boarded end to end, ready to produce.
01Jan · EP01
The First Night
A child can't sleep. Tuck unfolds from the blanket in the lantern's glow for the first time.
Fear → Comfort
02Feb · EP02
The One That Got Away
Tuck chases a dream that won't be caught, and learns some need space.
Frustration → Patience
03Mar · EP03
Too Big to Tuck
A dream grows enormous. Tuck must be braver than his size.
Small → Brave
04Apr · EP04
Rainy Dreams
Tuck discovers some dreams are sad, and sad ones need keeping too.
Avoidance → Tenderness
05May · EP05
The Lost Sock Galaxy
A funny one. Tuck finds where all lost things go. Pure delight.
Worry → Joy
06Jun · EP06
The Longest Day
Summer light won't fade. Tuck learns to wait for the dark, unafraid.
Impatience → Trust
07Jul · EP07
Tuck's Own Dream
Tuck falls asleep and needs someone else to keep his dream.
Giving → Receiving
08Aug · EP08
The New Kid
A second child, a second lantern. Tuck learns to share the night.
Jealousy → Belonging
09Sep · EP09
Back to the Dark
Bedtime resistance returns with the school year. Tuck rebuilds the ritual.
Resistance → Rhythm
10Oct · EP10
What's Under the Bed
The gently scary one. Tuck befriends the shadow under the bed.
Fear → Friendship
11Nov · EP11
The Gratitude Dream
Tuck gathers a year of dreams and gives thanks. Warm, still.
Doubt → Gratitude
12Dec · EP12
The Brightest Night
Holiday finale. Every dream Tuck ever kept lights up at once.
Becoming
What one month delivers
one world-reveal film. a full content engine around it.
every month opens with a single two-minute wordless world-reveal, the cinematic trailer that gets kids excited for the new story, then maximally repurposed. not twelve unrelated films, one unforgettable launch, cut and restaged into everything needed to ship it across every channel.
1 World-Reveal Film ×1
1× ~2 min wordless cinematic world-reveal, the month's launch trailer for the new story
6 Social Cuts ×6
1× 60s cutdown, landscape
2× 15s vertical cuts, Reels / TikTok / Shorts
1× 6s bumper, pre-roll / ad
2× ambient bedtime loops, 3 to 6s seamless
8 to 10 Story Stills ×10
3× hero key stills, poster quality
3× character expression / moment stills
2× product-integrated stills, Tuck and the lantern
1 to 2× environment / world stills
5 Social Posts ×5
2× quote / feeling cards, the episode's line
1× this month's dream announcement
1× behind the glow / making-of teaser
1× carousel, a micro-version of the story
1 In-App Asset ×1
1× looping Tuck animation for the PLUM app home screen, themed to the month
~22
deliverables / month
12
world-reveal films / year
~72
social cuts
~110
story stills
~60
social posts
12
in-app loops
the thing that used to be impossible to sustain, now runs on a subscription.
Beyond the film · the ecosystem
one production, every format.
EP01 · WORLD REVEAL
15s VERTICAL CUT6s BUMPER30s TRAILERAMBIENT LOOPQUOTE CARDCAROUSEL · 1 OF 6IN-APP LOOPKEY STILL · POSTERPRODUCT · TUCK × LANTERNMAKING-OF TEASER
Stills gallery
frames you'd frame.
EP01 · TUCK UNFOLDSTUCK × LANTERN · PRODUCTTHE LOST SOCK GALAXYEXPRESSION SHEETENVIRONMENT · THE NURSERYTITLE CARDEP04 · RAINY DREAMSEP10 · UNDER THE BEDTUCK · HERO POSE
Craft · how it was made
decades of craft. amplified by AI.
character animation is the most time and cost intensive discipline in content, full stop. a recurring character series is normally viable only for the giants. our pipeline is what makes it possible on a subscription: human creative direction and performance, a C4D and Redshift build for Tuck and his world, AI-assisted lookdev, in-betweens and finishing, cut and graded in After Effects and DaVinci. the slow, expensive part is collapsed, the soul is kept.
