Dyson OnTrac™ Headphones – Global Launch (NPD)

A global new product launch for Dyson’s first audio-only headphones, introducing the brand into the audio wearables category.

Initially I represented the creative department within cross-functional NPI teams, working closely with engineering, insights, commercial and legal to help define the product narrative, shaping naming, claims and core communication pillars.

Then transitioned into campaign development, translating complex audio innovation into clear, compelling creative. Bridging engineering and storytelling.

Part of the in-house team responsible for delivering core campaign assets, including film and imagery across digital, social, retail, shopper and training channels. With focus on market-leading noise cancellation, wide frequency audio, best in class battery life and customisable design features.

Delivered a social-first, culturally driven campaign, leaning into music, fashion and influencer partnerships to create a disruptive launch and a step-change in Dyson’s creative approach.

https://www.dyson.co.uk/headphones