Objective >
Dyson launched the new and improved OnTrac headphones — a next-generation wearable combining advanced noise cancellation, high-fidelity audio, long-lasting battery life, all within Dyson’s signature design. With Matildas goalkeeper MacKenzie Arnold already on board as brand ambassador, Dyson needed a content campaign that would hero both MacKenzie’s personal story and the upgraded product features. A key objective was to showcase how users can customise the headphones to suit their lifestyle, while also highlighting benefits like best-in-class noise cancellation.

​

Action >
Our team initially provided Dyson with early talent suggestions and were then engaged to lead the creative strategy and full content production. We developed a campaign that framed the product through the lens of MacKenzie’s elite mindset — using the OnTrac’s custom settings and ANC features to stay focused in the moments before a game. From script development, location and visual design, through to production and delivery, we built a premium campaign that mirrored Dyson’s innovation — delivered within a tight timeframe and in line with global brand standards.

​

Reaction >
The campaign brought Dyson’s latest OnTrac innovation to life through authentic storytelling and elevated visuals. MacKenzie’s trusted voice and athletic credibility helped the brand connect with performance-driven audiences — from athletes to everyday commuters. Her message, “Music sets the tone. The Dyson OnTrac drowns out the noise and keeps me focused for the game,” resonated across social, retail, and PR channels. The result was a product story that felt premium, personal, and culturally relevant.