Sometimes Studio worked with UNIVS to bring the campaign direction for UPPER ROOM 2026 to life, creating a cohesive suite of social media assets, print collateral and in-person event elements.

The creative direction was built around the contrast between modern and traditional influences. Paintings depicting significant moments that took place in upper rooms were paired with clean, contemporary typography and a bold red palette, creating a visual identity that felt both timeless and impactful.

A key consideration was creating a campaign system that could translate seamlessly across different states, locations and applications while maintaining a strong, recognisable identity. The final result was a powerful and adaptable campaign that captured the heart of UPPER ROOM 2026.