Dyson Tasklight
Dyson’s task light — though a remarkable piece of design and engineering — isn’t as well-known as its household staples like the vacuum or hand dryer. This project presented an opportunity to change that. I was tasked with developing an out-of-home (OOH) campaign that would elevate the visibility of the task light and introduce it to audiences with the same boldness and intrigue that defines Dyson’s brand.
Client
Dyson [SCAD]
Category
Art Direction
The central concept was simple but striking: what if the light source in the ad was the product itself? I designed a series of interactive OOH placements where the Dyson task light didn’t just appear in the ad, it powered it. From streetlight takeovers to an ambitious Times Square billboard animation, the goal was to let the product speak for itself, literally through its own light.
I created mockups and design compositions for multiple placements, including bridge overhead and highway billboards illuminated by Dyson bulbs that would double as streetlights. For the Times Square concept, I developed an animatic that opened with a dramatic "blackout" moment. The screen would glitch, go dark, then gradually power back up — revealed to be "sponsored by Dyson," with the light source mimicking the precise glow of the task light. Behind the scenes, I handled graphic design, compositing, and built-in lighting cues to ensure visual and conceptual cohesion.
The challenge was twofold: first, make an understated product impossible to ignore. Second, maintain Dyson’s premium and minimalist aesthetic, avoiding gimmicks while still creating impact in some of the busiest, loudest ad spaces on Earth. The goal wasn’t to shout, but to shine, literally.
By turning the product into the medium, I created an experience that was both visually compelling and conceptually clean. The campaign leaned on Dyson’s core strength — functional design — and let that design become the message. It allowed the task light to take center stage, not just as a tool for illumination, but as a statement of innovation, proving that even in a product lineup known for engineering excellence, there's always room to light up what’s overlooked.
