Dyson made TV ads. Social got the leftovers: 30-second spots, cropped to vertical, posted with a shrug.

As lead art director and creative, I spent two and a half years changing that. Organic social had no playbook and no precedent for what good looked like, so the work had to set the standard. Sharper concepts. Stronger art direction. Formats borrowed from culture instead of the campaign deck.

The product demos went. In their place came ideas built for the scroll, which made serious engineering feel simple, watchable and sometimes funny. Same technology, different way in.

I led a team of three content designers and pitched the work directly to marketing stakeholders, the global CD and often the global CCO. Together we became Dyson's dedicated social-first team, moving faster than campaign timelines and free to try what a TV-led process never would. We produced several viral films, drove steady Instagram growth, launched Dyson on TikTok (starting in Singapore) and took the brand onto Threads.

The clearest sign it worked was the briefs. They started arriving from across the company, and they came with budgets. Social went from an afterthought to the team other teams wanted to work with.

Impact: Moved Dyson social from adaptation-led to concept-led. Built and led the team that made it happen. Turned internal curiosity into real briefs, real budgets and a new standard for what social could do.