Dyson Airwrap co-anda2x
product campaign
Project Date
2025
Capabilities
Product strategy
Concept development
Storyboards / Script intent
Social strategy
Art direction
Production
Post-production
Launch the next generation of multi-styler and hair dryer. Excite audiences with supercharged styling benefits, intelligent features and revolutionary attachments.
The objective was to create a new campaign for the Dyson Airwrap Co-anda2x, introducing the new technology with a clear, compelling narrative that highlighted it's innovation, performance and relevance to the target audience.
CREATIVE STRATEGY
PRODUCT NAMINGAND STORYTELLING
I worked closely with the Creative Head and Creative Director to develop product strategy and storytelling, identifying unique selling points, shaping how the product is communicated, contributing to product naming, and defining key visuals to ensure a cohesive and compelling brand narrative.
I also illustrated the concepts to visualise the imagery and bring the story to life. This creative content would be presented to James and Jake Dyson to approve how we market the products.
art direction
cgi imagery
I worked with internal CG artists to help develop imagery for new innovative attachments, ensuring visuals enhanced the technology while conveying a premium aesthetic for use across digital platforms and product packaging.
art direction
FLatlays
I created initial skamps and visual directions to brief the internal CG artist on creating flat lay imagery. I provided detailed feedback at every stage of development through to final delivery. The finished assets are now used consistently across all global channels.
art direction
In-use model imagery
I helped devise briefs for in-use product imagery, supporting casting to ensure models resonated with target markets and contributing to hairstyle, wardrobe and art direction. I also assisted on production and provided feedback on retouching to ensure the final visuals were on-brand and elevated.
films
how to use
I helped to storyboard and produce instructional films for the new product, demonstrating which tools can be used on different hair types. The content was designed to be intuitive, fun and premium in feel, and adaptable for use across the app, YouTube and website.
social strategy
multiple expressions of you
I created and led the social strategy, developing a variety of films including technology shorts that highlighted the new features and benefits of the Airwrap. I also developed the 'Multiple expressions of you' thread, which was used by influencers and integrated across our social content to create a consistent and emotive, engaging narrative.