For Vax, we wanted to rethink the Vacuum sector's whole cliche style of art direction. All thanks to one brand who now does hair dryers... Rather than going down the classic perfect family route, we went down a super stylised art direction. Mixed with Edgar Wright inspired editing we showed that the act of cleaning is as satisfying as a clean home. From seeing the mess appear, to assembling the vacuum and then seeing the lines appear where dirt had previously been.