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.