Dyson
Created innovative campaigns and ensuring brand consistency and led the localization of Dyson's global brand campaign for the South Korean market. Directed a team of designers, copywriters and content creators, collaborating with various departments to drive product launches and brand awareness. Managed adaptation partners and production agencies to maintain high creative standards.
Art Direction
Marketing Campaign
Retail Design
360 Campaign
Packaging Design
Company/ Dyson
Role/ Creative Lead
Year/ 2024
Link/ Dyson Korea
Dyson Supersonic Nural Global Launch Campaign
The campaign encompassed art direction for the social film shoot and event creative for the global launch event, on-site sketch films, localized global assets, TVC voiceover, and more. This project transformed the launch into a dynamic visual journey, featuring immersive photography and film elements. Additionally, I directed the agency in the production of social content.
Dyson Supersonic Nural Film
I led the creative direction of the Dyson Supersonic Nural social film tailored for the South Korean market. From PPM to on-site art direction, I oversaw the overall visual tone—including color palette, copy adaptation, music selection, and film composition—to ensure the brand narrative aligned with local sensibilities and digital behavior.
Dyson Supersonic Nural
Led the creative localization of the Dyson Supersonic Nural campaign for the Korean market. Proposed and developed how the product should appear across key e-commerce platforms such as SSG.com (Shinsegae), ensuring a consistent brand presence tailored to local consumer behavior. The work included art direction, asset adaptation, and platform-specific visual strategy.
Global Ambassador Black Pink Jisoo X Dyson 360 Marketing Campaign
Led the localization of global ambassador Blackpink Jisoo for the Korean market. Ensured cultural and market alignment across digital, and retail, adapting key visuals, and messaging.
Dyson Origin+
Directed the campaign for the Dyson Origin+, focusing on the South Korean market. The campaign emphasized a compact and practical product offering, tailored to local preferences. By incorporating popular Korean hairstyles and providing clear, engaging tutorials, the message was crafted to resonate with consumers, showcasing the ease of use and appeal of the products. The result was a campaign that effectively communicated the brand's values and connected with the target audience.
Dyson Genuine Mark
Designed the 'Genuine Product Certification Mark' for Dyson Korea.All official Dyson products sold online will feature this mark. The Dyson 'Genuine Product Certification Mark' ensures customers can confidently use the official products, providing the best experience for all users.
E-commerce Art Direction
Led the art direction for Dyson's e-commerce website, focusing on seasonal themes and always-on strategies. The project aimed to enhance user engagement and drive sales through visually compelling and functional design.
Process
