CAMPAIGN & ACTIVATIONS
DYSON ONTRAC LAUNCH CAMPAIGN
A comprehensive digital platform designed to enhance user interaction and provide seamless navigation through complex information structures.
A comprehensive digital platform designed to enhance user interaction and provide seamless navigation through complex information structures.
There are many amazing features that comes with the new Ontrac, but we’ve decided to prioritize the personalization aspect. As it’s one of its kind in the market and it would relate more to our target audience.
Stylish Urbanites, specifically focusing on female consumers for the launch phase. This audience is already dominant in Dyson's beauty category, making them a strategic choice for higher conversion rates during the launch.
Female consumers today seek products that go beyond functionality, helping them express different facets of their personality.
One of the most common or powerful tool for self expression is Make up. Makeup is more than just beauty—it is an extension of their identity, helping them showcase their mood, style, and personality.
“Makeup serves as a canvas for cultural identities and personal expression, emphasizing that different cultures have unique perspectives on beauty and aesthetics.”
“Beyond its cosmetic benefits, makeup serves as a powerful form of self-expression. Whether it's experimenting with bold colors or embracing natural looks, makeup allows individuals to showcase their creativity and personality.”
The idea for Dyson OnTrac headphones began with a simple insight—self-expression goes beyond what we wear, it's how we present ourselves to the world. We wanted to merge the worlds of personal style and tech innovation in a way that felt fresh and empowering. Partnering with renowned makeup artists, we conceptualized a series of signature makeup looks tailored to match the customizable colors of the headphones. This launch activation wasn't just about introducing a product—it was about creating a moment where beauty meets technology, allowing users to express their personality in a truly seamless and unexpected way.
We saw an opportunity to bridge personal style and tech innovation in a way that felt truly meaningful. By collaborating with legendary makeup artists—Sam Fine, Mario Dedivanovic, and Charlotte Tilbury—we developed the Dyson Style Makeup Collection, each palette thoughtfully crafted to mirror the signature ear cap colors of the OnTrac headphones. This partnership added a rich layer of storytelling to the campaign, transforming the product launch into a celebration of individuality and creative expression. It allowed us to speak directly to a style-conscious audience and position Dyson as a brand that champions both function and flair.
To bring the OnTrac vision to life, We collaborated with three renowned makeup artists to create style collections that seamlessly complement the headphone cap colors. We extended the experience through dynamic short-form video content across YouTube Shorts, TikTok, and Instagram Reels—designed to engage a visually driven audience and amplify the campaign’s reach through bold, expressive storytelling
With Phase 2—'Look OnTrac (Mens)'—I focused on designing a scalable extension of the launch that builds on our core concept of self-expression. Partnering with an eyewear brand like Gentle Monster allowed us to tap into fashion-forward male audiences while maintaining visual and conceptual consistency with the OnTrac headphones. This collaboration not only complements the existing product ecosystem but also sets a foundation for future cross-category style partnerships, making Dyson’s lifestyle presence adaptable and expandable across new markets and demographics.
