FlexStyle
Art direction and 3D motion for the launch of Shark's FlexStyle, a bendable dryer and styling system that needed a campaign as versatile as the product.
Shark’s FlexStyle is an all-in-one dryer and styling system with a trick no one else in the category has, it bends from a flat wand into a traditional dryer. Shark needed a high-end launch campaign that made that flexibility instantly legible and gave every attachment its moment. I art directed the look and built the 3D motion, deciding how the product moved, how it was lit, and how the full attachment lineup was staged so the range read as one family, not a pile of parts.
The direction hinged on the bend itself. I treated the transformation as the hero move, choreographing camera and product together so the fold happens where the eye is already looking, then let each attachment lock on with the same weight and timing. One motion language across every cut is what makes a crowded feature set feel like a single confident product.
Launch frames
Key frames from the campaign, built to make one device read as an entire styling system.
The work
FlexStyle, the launch film
The hero spot that introduced the bend, the attachments, and the range of styles in one continuous visual system.