Made to create
Challenge: Create a Cinema advert to appear in the prime spot before the Barbie movie premiered. In addition, create a campaign that captures the attention of Gen Z with a haircare campaign that speaks to them deeply.
Solution: Featuring a fresh, relatable cast, dynamic social-inspired camera movements, and a focus on the endless possibilities of creating with Dyson haircare.
My Role: From concept to completion, my copywriter partner and I oversaw the entire campaign, crafting the story, developing the strategy, whilst I oversaw all things Art Direction.
Something that I was truly passionate about during the casting process was making sure we had a diverse cast that truly reflected the UK Gen Z audience. Part of this was ensuring we had a range of different genders (including a non-binary model), body shapes, and ethnicities. I wanted the audience to see themselves reflected and not feel like they didn't fit into an unhealthy beauty standard - something that I wish I had when I was younger.
Cinema Advert
Concept development
This included crafting and drawing detailed storyboards for the main Cinema Advert and 7 'How-to' styling videos, guiding movement, angles, and wardrobe. I also developed a fresh colour palette, uniquely inspired by Dyson's product range. Collaborating with the photographer, I guided poses, cropping, and camera angles to perfectly capture our vision and showcase Dyson haircare's creative possibilities.
Cinema storyboard - Page 01
Cinema storyboard - Page 02
Colour palette development
Image cropping guidance
How-To styling video - Storyboard
Wardrobe & Pose - Guidance example
Still photography
To keep in line with the mission of showing real people, we used a wardrobe that was heavily influenced by the individual models' personal style. While neutralizing the wardrobe to avoid distracting from the product and hair, we ensured the talents felt confident and comfortable in these. We worked with an amazing photographer who we knew would bring out the personality of each talent in the poses created, making a set of images that felt real and powerful. In the editing stage, we aimed for minimal retouching to stay true to the overall aim of this campaign.
How-to styling videos
In addition to the Cinema advert, we created 7 on-trend 'Styling Videos.' We wanted these to look and feel different and less static than previous How-to videos. This was done by adding intros filled with personality, dynamic camera movements, and exciting transitions that make the content more engaging to watch.
Curly Updo - Supersonic styling video
Disco Curls - Corrale Styling video
All these assets led viewers to a dedicated landing page that showcased all 7x styling tutorials. As part of my role, I closely collaborated with the UX/Web team to ensure the narrative and visual elements were seamlessly aligned.
Landing page
Behind the scenes
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Social cutdowns
Knowing that this content was ideal for TikTok and Instagram, we ensured all content was filmed in all sizes (9x16, 1x1, 2x3, and 16x9). This allowed us to create shorter 'Engage' assets as well as longer 'Educate' assets to help build our community on these platforms.
Cinema Advert Cutdown - 15 sec
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Smooth Blow Dry - 12 sec