Dirt Devil | Re-Brand and Product Videos

In 2022 Dirt Devil began a relaunch of the brand with a variety of new cleaning products and a complete new look and feel. Rick led in the development of a visual style for the Dirt Devil brand to differentiate it in the market. Since Dirt Devil consumers are a younger demographic that cares mainly about getting clean, and not “cleaning to live’, Rick’s direction led to a more edgy visual brand language. The camera was handheld and lighting was more low-key with color and intended to be more saturated in the color grade. In tandem with the post-production team, motion graphics packages, transitions, speed ramps and different editing styes were finessed to keep the brand feeling fun.

Here is a small collection of Rick’s favorite work on product launches for Dirt Devil Brand in his time with TTI Floor Care North America.

Below are some behind the scenes photos from the productions.