This is where it started.

Dyson had launched a robot vacuum, the 360 Vis Nav, that mapped a room more accurately than anything else on the market. Great news for an engineer. Not much of a hook for a thumb mid-scroll.

So we skipped the spec sheet and built an obstacle course in the studio, set up as if one of Dyson's own engineers was testing the machine. It wasn't meant to look like a lab. It was meant to look like engineers playing around, with the vacuum quietly proving how good it is. And the engineer on screen was the real thing.

I came up with the concept and led it from first idea to final edit, working with another art director and a filmmaker with one small camera and two iPhones. Four people in a studio, almost no budget. I also shaped the edit's rhythm for how people actually watch on TikTok.

Nobody had asked for it. We made it to show Dyson what social could do on its own terms. Several markets picked it up, it ran across platforms, and it was re-edited and reposted after I'd left. It also started a conversation about what Dyson should be making for social, and that conversation became the dedicated social-first team.