Dyson Airwrap
creative Concept / art direction
The challenge
Dyson wanted to prove why they lead in engineering and solving real consumer problems. The task was to demonstrate the superiority of the Dyson Airwrap and its attachments in a simple, striking way. Not another model demo.
the Concept
We landed on a simple idea. Using everyday objects, we showed how the curling barrel draws hair in and changes direction effortlessly, something no competitor offers. The art direction leaned into a calm, almost ASMR-like tone that was trending at the time.
The first edit reached 2.8M views, with a second version hitting 5.3M on Instagram.
First edit
Credits
Senior Content Designer: Jack Blanchard
Film Team: Peter Morrell, Neil Pymer
Producer: Matthew Crawford