# Dyson — Airstrait, a new way to straighten

A launch film for a hair straightener that uses air instead of hot plates. It runs from monochrome studio shots to a glowing cutaway of the airflow, then to straight-hair results on three models and a product end card. No voiceover, and no explanatory copy until the end cards.

- Code: LN-0818
- Kind: Launch film
- Format: Live-action product film
- Brand: Dyson
- Length: 35.1s · 13 beats · 22.2 beats/min · 7 hard cuts
- Industry: Consumer electronics, Fashion and beauty
- Style: Cinematic, Premium, Monochrome, Music-led, No voiceover, Product macro, 3D render, Push-ins
- Original: https://www.youtube.com/watch?v=3ucfKv2YbU0
- Full breakdown: https://cutmap.co/v/dyson-airstrait-a-new-way-to-straighten

## The breakdown

The full breakdown has eleven sheets: Snapshot, Opening, Structure, Timeline, Rhythm, Look, Movement, Sound & words, Why it works, Production, Build brief. It is available to Cutmap Pro members at https://cutmap.co/v/dyson-airstrait-a-new-way-to-straighten.