Dyson_ reel | My Site

SOCIAL MEDIA MARKETING

As a designer at Dyson my role was to assist on the creative design process for marketing content including social media.

See more on my role at Dyson here

April 2022 to March 2023

BRIEF

The Head of Social Content Team was aware that I had prior experience of video editing, so he briefed me on this project for a new company budget announcement: Expanding the research budget for haircare in response to a competitor’s product launch.

There was a short turnaround for this announcement, so I had a limited timeframe to perfect the video.
My ask was to make a short video which followed a script that was written by the social copy team, which publicly announced the new research budgeting announcement.

SOCIAL
VIDEO
EDITING

IDEATION

I began by splitting the copy into sections, putting them into individual frames in After Effects, where I worked on the timing for each sentence. Through editing trial, I deciphered the perfect lengths of time to create a fast paced and exciting video, with it still being legible. I prioritised consideration of persons with accessibility needs, so wanted to account for a slower cognition rate, while editing the reading speed. I also sent over the video to the brief owner, to ensure that they were happy or able to make copy edits before the visuals were added.

I collected a series of short clips from the image library; corresponding in theme to the sectioned copy.

I also sliced segments from prior created campaign videos to utilise past content, to ensure the clips I chose were approved for use. Highlighting clips with similar values (e.g. factory, beauty, technology) or with similar colour pallets, I began editing clips in sequences, gathering blocks of content to through the pre-timed copy layers.

Once I had most sections of the video completed, I filled in the content gaps with clips that would allow the video to transition smoothly. This helped me keep a narrative structure through the video, with chapters of content woven with interlinking clips.

I tried to consider legibility while matching the visuals to the copy, as I was aware of the accessibility concerns of overlaying copy and imagery. To insure this, I had peers check they were able to read and understand the copy.

To aid this, some of the design considerations I made were wanting a bold contrast between the background and copy to ensure maximum legibility – considering how quickly changing the clips are. To help with this, I tried to keep the copy in dead space as much as possible to maintain a consistent background.

SOLUTION

Once I had completed the video, it was sent off for review. When hearing back from them I was told that a clip I had used was unavailable to use due to a recent licensing issue with the model, and she needed to be edited out (clip example attached). Therefore I promptly re-edited the clip to remove her from the stacked layout, by using a rectangle tool to crop a replacement clip and overlay that on the video.

See version on the Austrailia & New Zeland marketplace Instagram page: https://www.instagram.com/p/CkKBd2VI1Cb/?next=%2F

HOW I
THOUGHT
IT WENT

I was really pleased with the video and felt excited that it was published on several of the Dyson social media channels. It was received well which gave me confidence in completing similar tasks in the future.

I also enjoyed doing the task as I like editing videos.

I’m good at sequencing the clips, due to my good organisation I was able to keep track of the content well, even with the multiple overlapping layers.

I felt as though my training in animation helped me know to storyboard a narrative which helped when organising the timings.