ONTRAC LAUNCH CAMPAIGN
Project:
NPD product launch campaign
NPD product launch campaign
Brief:
To develop and launch a new campaign for Dyson’s latest headphones, OnTrac introducing an entirely new category for the business. Deliverables include imagery for retail, social, digital and print. A key focus was engaging a younger, style-conscious audience, rethinking Dyson’s art direction through the lens of “flashy urbanites” and using Gen-Z talent.
To develop and launch a new campaign for Dyson’s latest headphones, OnTrac introducing an entirely new category for the business. Deliverables include imagery for retail, social, digital and print. A key focus was engaging a younger, style-conscious audience, rethinking Dyson’s art direction through the lens of “flashy urbanites” and using Gen-Z talent.
Focus:
Imagery, art direction, social creation
What I did:Working closely with the Creative Director of Audio, I developed the initial art direction for all static campaign imagery. I led on casting, wardrobe, and make-up direction, and signed off the set design with the Global Creative Director to ensure brand consistency. I worked across the creation of bespoke assets for Dyson's social media channels.
Imagery:
On set, I directed models and worked closely with retouchers in post-production, shaping the final imagery from concept through to delivery. Signing off early art direction with Jake Dyson and developing this new look for Dyson.
Product-focused imagery played a central role in the campaign. I collaborated with the imagery team to brief detailed product shots that emphasised the engineered cushion materials and the fine milling of the metal caps.
Social statics:
I played a key role in the design, artwork, and delivery of owned and paid static assets for the campaign launch.
Paid asset example
Owned
Social films:
Working with a film maker and using my own editing skills on after effects I created a series of bespoke social content to sustain the campaign after the launch. Below show 4 examples.