Hair Care
Creative Direction
Production
This year, Dyson introduced a new version of the Airwrap.
With advanced technology and features, the new product aims to attract not only
existing customers but also new ones. To cater to the domestic market, a local film was produced,
with involvement in the planning, shooting, and editing stages to ensure that it retained
Dyson's unique identity while appealing to the target audience in South Korea.
Following the creation of local content, a successful launch event was held alongside
the release of a hair essence product, culminating in a successful launch overall.
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Airwrap i.d x Chitosan Launch
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Airwrap Origin+ Campaign
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Supersonic Nural Launch
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Airstrait Launch
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Gen Z Campaign
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Gifting Campaign
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Chitosan Local Shooting
Chitosan Local Shooting
Dyson has established a dominant position in the beauty market through its hair products. In addition, the company launched new beauty products and collaborated with the Airwrap to introduce a campaign. We planned and directed local shoots tailored to the Korean beauty market and have been using various channels, including social media, KakaoTalk, and their website, for promotion.
Airwrap i.d x Chitosan Launch
The Airwrap i.d is Dyson's new product for 2024, aiming to target the beauty market with an expanded range of hair tools. Alongside the Airwrap launch, Dyson's first beauty product, Chitosan, was also released, with local production handled in Korea. I was responsible for creating the key visual (KV) and TV commercial (TVC) film, which were utilized across various social media and media outlets. Additionally, I oversaw the overall visual direction and asset creation.
Airwrap Origin+ Campaign
This project aimed to boost the Airwrap product, which has significantly contributed to growth in the Korean market. We planned sales strategies by appealing to a younger customer demographic with a compact tool and an accessible price point. I selected suitable models and directed their styling to create local films and key visuals. Additionally, we produced content featuring senior models to target women in their 50s and 60s, which was utilized for home shopping content.
Supersonic Nural Launch
The Supersonic Nural is a smart product that incorporates advanced new technologies while maintaining the advantages of traditional hair dryers. It embodies Dyson's brand philosophy and was developed through local production in Korea based on existing global assets. We also created films to reinforce its position as a leading hair dryer in the market.
Gen Z Campaign
To secure a continuous customer base, we created local content targeting the Gen Z demographic. This content was utilized for a successful pop-up store in Seongsu, which significantly contributed to building a familiar image of Dyson among younger customers.
Gifting Campaign
Every year, Dyson provides various content to customers through seasonal gifting campaigns. For Chuseok, we created local assets utilizing traditional Korean bojagi (wrapping cloth). I was involved in the overall direction, including shooting direction, post-production, and asset creation.
