Hilton - Fast Asleep

Title design for Hilton’s Fast Asleep campaign.
The titles needed to sit calmly over slow, dusky footage of the hotel at the moment the day winds down.
Restrained type and gentle timing let the words settle on screen the way the guests settle in,
matching the quiet, sleepy pace of the film.

Agency: Dentsu Creative
Client: Hilton
Head of design: Ben Anthony
ECD: Olly Wood
Creative: Will & Jordan
Head of Production: Anna Baker
Motion graphics Titles: Aaron Austin

For Fast Asleep, Hilton’s hour-long ASMR soundscape made entirely from luxury hotel amenities, F1’s loudest stars, Lando Norris and Max Fewtrell, swapped the noise of race day for a calm guide to falling asleep. I designed the titles.

The idea was to play on the contrast between speed and stillness. The fastASLEEP wordmark pairs a heavy, italic lowercase “fast” with a tall, condensed uppercase “ASLEEP”. Set in a soft neon yellow with a hazy glow, it hangs over the dusk façade of the hotel like a sign lighting up for the night. It drifts gently on screen, then melts away in a dreamy, motion-blurred dissolve, as if your eyes were closing.

The supporting copy carries the same language. Slim, condensed italic type with a subtle glow builds line by line and fades out softly over steam, water and close-up textures. The titles echo the energy of F1 but slow it right down, so they sit quietly inside the film’s warm, sleepy mood.