Dyson

Only a Dyson works like a Dyson

Dyson Technology is a British tech company established in the UK by James Dyson in 1991. Dyson designs and manufactures household appliances such as vacuum cleaners, air purifiers, bladeless fans and heaters, lights and an ever expanding list of personal care products.

At Dyson, I was the Digital Creative Lead for the EMEA CoE team and helped build the brand’s in-house team and digital creative across the region, which achieved an on average 18% YOY growth in the region and doubling the brand awareness in some markets.

WEBSITE: Dyson.co.uk

SERVICES: Content creation, Branding, Art Direction, UX/UI, Animation, User Journeys and 3D Design.

Brand Reputation

In certain markets awareness of Dyson is low so I was briefed to work on a set of assets that highlights Dyson’s core values when designing and producing any of their products. They wanted to show how their products are engineered to “solve problems that others seem to ignore“.

International Women’s Day

International Women’s Day isn’t traditionally known to the GB&I market so this was a new concept for us. Specifically in Russia, gifts and flowers (but more specially tulips) are given to the important women in a persons life. We were briefed to find and design a unique element/elements that represented IWD in Russia and also mapped out their customer journey through the site as there were lots of personal care products available with exclusive colour ways that aren’t normally on offer.

Cooking

Known to us all, cooking smells can be quite overpowering and strong. We were asked to look into a way that we can visually show how smells and odours can be captured by the environmental control range of products. I helped art direct the guffs (smell and odours) look and feel as well its movement from pan to purifier.

Digital Out Of Home

Below are a few example of various sites I’ve worked on directly or helped art direct to achieve the best result for these particular locations using existing assets to tease and launch new products or to provide awareness of the brand and/or products.
Locations we have produced DOOH for: Dubai, Jeddah, Madrid, Cologne, Milan, Moscow, Rome and Paris.

Experts At Home

Unfortunately due to the pandemic and stores having to be closed, we had an unlimited resource of Dyson experts that were available. We were briefed to look at how we could use these Dyson experts in a useful and practical way as we knew that potential and existing customers had questions about products that needed to be answered but couldn’t be answered because of the pandemic. We reacted quickly by creating ‘Experts At Home’ and answered most of the FAQ on a range of products, primarily focusing on the personal care products. Its success in 1 market eventually led it to being rolled out in other 11 markets.
We also designed and introduced a consistent set of question intro frames and end frames for YouTube and Instagram.

Highlights of results:

• 1.8M of 20sec+ Views.
• 35K hours of watch time.
• 16M impressions.
• 3.2% avg imp CTR.
• 3.9K additional subscribers

Every Day Styling

The brief was to show the versatility of the Airwrap and how It can be used on short, medium and long hair lengths and how different styles can be achieved daily with ease using the attachments provided. I was asked to design landing pages for all 3 hair lengths which consists of the final look and how how achieve it, in a clean and simple way but also within the construct of the Dyson online platform.

Heatwave

As the second largest project of the year in environment control, Heatwave falls mainly in the summer months. For this brief we were asked to create a set of various assets ranging which included display/DCO banners, social videos, carousels, shoppable ads, mapping out user journeys and various landing pages that showed the full range of products on offer and how they can cool you during the hot weather.

Live Shopping

In the APAC markets ‘live shopping’ has always had a prominent place when selling products digitally. Towards the end of the pandemic when people were still not willing or not wanting to go in-store purchase products, we took the opportunity to test to see how well Dyson products would sell.
We initially worked with a third-party partner in the French market to trial it on their platforms as they have already have organic traffic going to the site which helped us gauge interest on how well it could perform. I was briefed to work along with the third-parties development team to design the UI and UX through the show.

Third party partners

Here are a few of the third-party partners Ive had a chance to work alongside and create bespoke assets for across our range of products. Assets varied from indoor screens to digital POS.

Ramadan

Ramadan in the MEA and SEA region is an important time of the year for the Islamic calendar. We were asked to look at reworking the previous years content as there were some flaws in the creative which made it unrealistic. I art directed the updates on the creative to suit the needs of the brief which was to update the meal and pre-meal scenes to look like it was dusk (which is when Iftar would usually take place) rather than mid-afternoon along with updating end frames with the new animations and products.

Other noteworthy work

Below are couple of well performing ads that we storyboarded and edited to suit the briefs need.
The first one is from a Black Friday campaign, teasing what product that would be on offer and the other is a bespokely created DRTV ad for the nordics market to show the gifting set that when was available when purchasing a Corrale.

Ideas, sketching and storyboards

Reasons To Buy Direct

This is a short storyboard for an animated Dyson icon based social video to encourage and help consumers why buying directly is more beneficial.
Clean Air Day

This sketch shows the initial concept of ‘Pollution Solution’ campaign that we designed and art directed for final usage in various locations about Clean air.
Escalator concept

This is an idea that I came up with of an interesting and fun way showing how Dyson V10 vacuum removes dust and dirt from carpets and hard floors.
Experts At Home concept

Before ‘Experts At Home’ was born, this is an initial sketch that I put together to visualise how we could potentially could arrange the experts but in store rather than at home.
Beauty Lab, Oxford Street

These are the initial thoughts on how the website module regarding the Dyson beauty lab in store could be simplified to something that was more clearer to the consumer about what’s included in the experience.
Landing Page Mockup

This is a simplified wireframe of landing page that needed to be introduced to show consumers why Dyson had tested to be the top vacuums in that particular market.