2023 to 2025 · Dyson
Two years inside the Dyson design system.
Out of home across Hong Kong, commercial product photography and film direction. One demanding brand system, carried fluently onto every real street and every viewing distance it had to survive.
Brief
From 2023 to 2024 I was embedded at Dyson head office as a Senior Designer, taking the exacting Dyson Design System onto every platform a customer sees. Since 2025 the relationship has continued as a freelance Art Director.
Working inside a mature design system is where craft is really tested. The professionalism is in producing unmistakable quality within strict boundaries.
The work has to read as Dyson first. Only then does the care behind the image become visible.
This was not only design delivered. It was two years of a top‑tier brand extending deep trust to an outside creative partner.
Detail
- Role
- Freelance Art Director. Previously Senior Designer, embedded on site 2023 · 2024
- Scope
- Out of home · Product photography · Film
- When
- 2023 to 2025
- Delivered
- Through an agency partner
Out of home
Out of home is judged against the noise of the real world: crowds in motion, light that changes by the minute, and angles that last a second. Rising on an escalator, glanced at from a bus window, or lit hard on a night‑time lightbox, it has to catch the eye at once.
Every size is redrawn and retuned for the specific physical environment it will live in.
Transit: the hardest test of catching an eye. The reader is moving, the traffic is moving, and the frame has about two seconds to put the message in someone's head.
A campaign is not one layout scaled up and down.
Layers of setting: the shelter, the tram side and the building wrap are three quite different reading distances. Building a hierarchy for each while holding one system is the part that takes the most care, and shows the most.
Art direction
Away from the cold white sweep, Dyson needed the commercial range back in the spaces where it actually works. I art directed on location: venue, angle, the machine's scale within the room and the air left around it, shaping both usefulness and commercial polish.
The set went to Dyson’s external communications and onto the official site.
Light that belongs: no venue lights itself for a shoot. Letting the product settle into a real space, rather than bending the space around it, is what keeps a frame free of any trace of compositing.
Same machine, a different room every time.
The art of leaving out: aesthetic judgment is knowing what to shape and what to drop. The product becomes the reason you look, while the details of the room carry the brand's atmosphere.
Film
Moving image tests art direction against rhythm, talent and the clock all at once. Six campaign films over two years, from 15 second social cutdowns to full 90 second brand pieces.
These play with sound. Nothing on this page starts audio on its own.