Dyson
Airwrap
Dyson is driven by an obsession with the science of hair, using it to engineer a range of beautifully innovative haircare tools. We partnered closely with the Dyson team and Beta Productions to create a suite of assets for their latest launch film and OOH campaign.
Celebrating both the striking aesthetics of beautiful hair and the technology behind it, the film reveals the usually hidden workings of each tool, bringing the invisible to the forefront.
Through composition, camera, lighting and motion, we precisely harmonised our shots with the live-action footage, creating a seamless visual language. This approach established a clear, expressive connection between sculpted hair forms and the tools that shape them.
To emphasise the contrast between the immense power of the Dyson V9 motor and its miniature proportions, we transitioned from an intricate, full-frame macro close-up to a diminishing wide perspective. Lit and textured like a work of art, the motor is revealed and celebrated as both an engineering achievement and a sculptural object.
The Dyson Airwrap harnesses a phenomenon of air dynamics known as the Coanda effect. Using delicate cloth simulation and soft, translucent materiality, we visualised the invisible field of air, showing how it effortlessly wraps hair around the barrel in a fluid, almost weightless motion.
To express the scale of Dyson’s innovation, represented by over 10,000 patents, we visualised a stack of technical plan drawings, flicking elegantly in rhythm with the live-action model, transforming data and engineering into a dynamic visual moment.
Our initial research involved experimenting with raw materials, searching for unique visualisations of air forces, and delving deeper into the hidden components concealed within the Dyson tools.
