Dyson
Dyson has named Michael Omari, better known as Stormzy, as its new global ambassador, marking the tech company's second partnership with a British musician following its recent collaboration with singer Raye.
The 30-year-old rapper, who emerged from South London's grime scene in 2014, joins Dyson's campaign to promote their OnTrac headphones. The partnership follows Stormzy's trajectory from underground freestyle artist to mainstream success, including his historic Glastonbury headline performance and multiple chart-topping albums.
The OnTrac headphones, featuring 40mm speaker drivers and a frequency range of 6Hz to 21kHz, align with Stormzy's recording needs as he works on his upcoming album. The device's technical specifications cater to the complex sound layers in his music, which combines grime's raw energy with gospel and soul influences.
Dyson's campaign film follows Stormzy through his daily routine - from recording sessions to international flights and concert preparations. The documentary-style footage highlights the headphones' 55-hour battery life and noise-canceling capabilities, with Stormzy using them throughout his packed schedule.
"The headphones help me focus when I'm traveling or in the studio," Stormzy explains in the campaign materials. The film emphasizes practical features like the 10-minute quick charge function, which provides two and a half hours of additional listening time.
Stormzy's personal pair comes in CNC Black Nickel with khaki ear cushions, reflecting his signature style. The color choice mirrors his preferred attire, often seen during his involvement with #Merky FC, his football initiative.
The partnership marks another milestone in Stormzy's career, which began with his "Wicked Skengman" freestyle series and includes achievements like the first grime album to reach number one on UK charts and a Brit Award for British Album of the Year in 2018.
The campaign launches as Stormzy teases new music on social media, suggesting upcoming releases. His existing catalog spans from early hits like "Shut Up," which sampled XTC's "Functions on the Low" and reached number eight in the UK singles chart, to more recent critically acclaimed works.
Maya Torelli
Straddling the worlds of art and communication, this creative professional established People in 2009, a content agency specializing in the fusion of words and visuals. Over the years, her work has spanned a variety of projects, including magazines and documentary films. Beyond her commercial endeavors, she dedicates herself to exploring the nature of imagery, with a particular focus on its interplay with other media forms, especially music. Her passion for music not only fuels her writing but also deeply influences her work as a filmmaker, shaping both her documentaries and video installations. With a voracious appetite for knowledge across philosophy, sociology, anthropology, and various scientific disciplines, she weaves these diverse interests into a unique, interdisciplinary approach to content creation, perspective-taking, and writing.