Shark FlexStyle

Project Overview:

The Shark FlexStyle is an all-in-one hair dryer and styling system designed for flexibility and versatility. With a unique design that lets users bend the device from a flat wand to a traditional dryer shape, it stands out in a crowded category. Shark needed a high-end, visually striking ad campaign to introduce the product and highlight its wide range of attachments and use cases.

Objective:

Create a series of short-form video spots (30–45 seconds each) that showcased the FlexStyle’s transformation features and all-in-one utility, while visually elevating the product to compete in the premium beauty space.

Challenges:

Communicate Versatility Quickly – Each spot had to quickly show the full range of attachments and the core transforming feature without overwhelming the viewer.
Balance Beauty and Tech – The visuals had to feel aspirational and clean like a beauty brand, but also highlight the technical ingenuity of the FlexStyle’s design.
Solo Execution, Full Ownership – As the sole creative and technical lead on this project, I managed every aspect—from concepting to final render.

Design Process:

Working solo as both Creative Director and Art Director, I developed the visual language, lighting approach, and animation strategy to spotlight the FlexStyle’s unique flexibility and styling capabilities. I leaned into dynamic camera moves, bold product staging, and clear, minimalist backdrops to keep the focus on the product’s transformation. Each accessory was carefully framed and animated to feel premium, precise, and empowering.

Outcome:

Delivered multiple polished ad spots that were used across Shark’s digital and social platforms to launch the FlexStyle. The campaign helped establish the product as a true competitor to high-end beauty tools like the Dyson Airwrap.

Key Achievements:

Directed and produced every part of the campaign solo—from concept to final delivery.
Delivered premium-quality spots that matched the polish of big-budget productions.
Effectively showcased product innovation through clear and engaging visual storytelling.
Contributed to Shark’s broader push into the high-end personal care market.