“Magic, Made Real”
Commemorating 2022’s International Women in Engineering Day, Dyson bring us yet another skilfully executed example of how brand film can effectively engage with multiple messages at once. While this short piece first delivers a sweeping fly-through, enabling audiences to marvel at what’s under the hood of the Dyson machine, it’s the snippets of revealing conversations with the technology disrupter’s female workforce that come to the fore.
Emerging from the typically male dominated arena of technology and design, a field that relies heavily on the ability to modernise and innovate, the film promotes an inclusivity and equal representation reflective of contemporary society. A notion nothing less than crucial for businesses considered the big tech of appliances.
A wider variety of backgrounds and identities mean a larger pool of creative talent, and Dyson’s narrative soundly furthers the cause of rethinking past industrial preconceptions on recruitment and gender. Like the stigma of Art Vs. Engineering the two don’t have to be mutually exclusive, and it’s in this area that Dyson is making significant gains.
We may begin this film swooping between corridors and design studios that act as the veins and arteries of Dyson’s circulatory system, but by the close it becomes clear just how much the female engineer sits at the heart of what continues to make this business an organ of innovation. Indeed, while the magic of the lab may be the mechanism that delivers real-world product, it’s the removal of boundaries, both creative and corporate, that sustain their excellence.