THE CHALLENGE

AEG Deutschland approached me with a campaign idea to turn their latest cordless vacuum cleaner QX9 into a piece of art. While doing so, they asked me to document my process and make my Instagram community part of it through sharing content - stories, reels, posts.

How might we turn a vacuum cleaner from a home appliance to a work of art one wants to display instead of hide?

THE OUTCOME

I received the QX9 and immediately started sketching possible outcomes of the customisation. Once agreed on the design I proceeded with working hands-on the vacuum, color blocking different parts with spray paint and ultimately applying the tag-lines. Not only the QX9 was hand-painted, but so was the box as a full take-over of the product from my side.
While working on the product, I created photo and video content for the social media campaign. The content created showed people through the process, from the arrival of the QX9 to the design execution. The campaign ended with an Instagram give-away of the one-of-a-kind AEG vacuum cleaner.