DYSON SUPERSONIC R™
PRODUCT CAMPAIGN
Project Date
2023-2024
Capabilities
Product strategy
Concept development
Storyboards / Script intent
Creative layouts
Art direction
Supporting production
Supporting post production
Launching Dyson's smallest, yet lightest hairdryer to professionals. Addressing the real needs of stylists.
A new format precision tool to style and dry effortlessly where it's normally hard to reach. The new Dyson Supersonic R™ hair dryer is only 38mm in diameter, and yet it dries hair fast with no heat damage.
OBJECTIVES
Make Supersonic R™ aspirational and have premium product positioning to drive trade-up within the range, using pro messaging and initial exclusivity, in both the consumer and professional strands of campaign, to drive credibility.
CREATIVE STRATEGY
TVC concept to outcome
I supported in developing the product story for TV commercials and advertisements as part of product launches, working across scripts and storyboards to ensure they are clear, true and compelling, and ready for director and stakeholder reviews.
I helped to define the creative intent by shaping scripts and illustrating visuals to help bring the product story to life, before moving into production - attending shoots, supporting model casting and creating briefs for wardrobe and set design to deliver
final outcome.
CREATIVE STRATEGY
PRODUCT NAMING AND STORYTELLING
Working directly with the Creative Head and Creative Director, I played a key role in shaping the product’s identity supporting with naming and storytelling to ensure a strong, cohesive narrative.
I also developed creative content for stakeholder reviews, including presentations for James and Jake Dyson and senior directors, helping secure alignment and approval at every stage.
CREATIVE STRATEGY
engineering story-telling
Our engineering films create emotional impact. They transform technical achievement into a compelling narrative, helping audiences appreciate not just what the product does, but the vision and craftsmanship behind it. This transparency elevates the launch, differentiates us from competitors, and inspires confidence iin every viewer.
I provided creative support throughout the entire process, from shaping initial concepts and developing scripts to overseeing the journey through production and ensuring a strong final outcome. My involvement helped to maintain a clear narrative and visual consistency that aligns with the brand’s vision.
LAYOUT DESIGN
OOH AND INTERNAL COMMS DESIGNS
I created impactful layouts for product launches across out-of-home billboards, print advertisements and internal comms. Working closely with internal artworks, I ensured every concept is refined through to final, production-ready artwork, delivered cohesive visuals across all touchpoints.
ART DIRECTION
MODEL PHOTOGRAPHY
I supported the casting process by shaping focused briefs guiding hairstyle, makeup and wardrobe choices, balancing creative intent with market needs to ensure talent resonates.
ART DIRECTION
flatlays
I created clear briefs for product imagery, including flatlays for both professional and consumer audiences, and supported shoots with thoughtful creative direction to ensure visuals are on-brand and market-relevant.
ART DIRECTION
pro to consumer films
