Dyson Hairclips
creative Concept / art direction
The challenge
Dyson was launching hair clips — a simple, everyday product re-engineered with the same level of precision as its core technology.
The challenge was to make that engineering credible and engaging on social, proving that even something this familiar could perform better.
the Concept
The engineering team had developed rigorous internal testing to validate performance.
We turned that process into the idea — using the testing itself as the story, making the product’s strength and hold visible, rather than claimed.
By leaning into real demonstrations, the content felt both credible and engaging, translating technical performance into something instantly understandable on social.
My role: Creative lead on the project — shaping the concept into a social-first story, directing the execution, and working closely across shoot, edit, and presentation to bring the idea to life.
Impact:
19.3M views on TikTok, 6,700+ comments
Hairtype video edit
Engineering edit
Credits
Senior Content Designer: Jack Blanchard
Film Team: Peter Morrell, Neil Pymer
Producer: Matthew Crawford