Dyson Social media contents
creative Concept / art direction / Creative Direction
The challenge
At the time, Dyson’s advertising model was still heavily rooted in traditional media. Campaigns were developed primarily for TV, print and OOH, with social channels used mainly as an adaptation platform where TV commercials were reformatted for vertical screens.
The challenge was to rethink this approach and help the business understand that social media requires its own creative thinking.
Organic social had never been treated as a primary storytelling channel, and there was little internal precedent for how ideas should look, feel or be evaluated. My role was to help introduce a more social-first creative mindset — bringing stronger concepts, clearer art direction and culturally relevant formats into the work.
Step by step, we began moving away from traditional product demonstrations and towards ideas designed specifically for social platforms, allowing Dyson’s engineering stories to be communicated in ways that felt simpler, more engaging and native to the medium.
My approach
Rather than extending campaign work, we pushed for a fully social-first approach — creating ideas designed specifically for platform behaviour.
This meant moving away from traditional product demonstrations and toward content that felt simpler, more engaging, and native to social, while still communicating Dyson’s engineering stories.
Over time, this evolved into a dedicated internal team focused on fast, platform-led content — operating separately from slower campaign timelines and allowing for more responsive, experimental output.
My role: Led and shaped this shift in creative approach — driving social-first thinking, elevating art direction, and influencing both team and stakeholders to move beyond campaign adaptation.
The impact
Helped transition Dyson’s social from adaptation-led to concept-led content
Contributed to the establishment of a dedicated social-first team
Shifted internal demand toward faster, platform-native creative approaches
Credits
Senior Content Designer: Jack Blanchard
Film Team: Peter Morrell, Neil Pymer
Producer: Matthew Crawford