Permanent Collection

Optical Arts Drops the Mops Like Dominos for Dyson

Posted on Friday, October 23, 2026

CD Fabrice Le Nezet and the team at Optical Arts in London (whose many CG feats we track here), elevate Dyson’s Clean+Wash Hygiene vacuum-mop by substituting fun and energy for the standard features list and beauty shots.

From Optical Arts: Following an extensive phase of R&D, we developed a CG setup that allowed us to create a chain reaction involving thousands of mops, each falling with realistic physicality, while retaining complete control to art direct and choreograph every scene.

Drawing inspiration from analogue footage, we wanted the film to feel both grounded and grandiose, with the energy and rhythm of a music video. Combining the unpredictability of real-world physics with a highly considered visual language, we crafted a film that feels dynamic, tactile and full of momentum.

Images

A Dyson robot vacuum in the foreground of a large, minimalist hall filled with rows of standing vacuum cleaner and mop attachments by Optical Arts. Frame from Stash Magazine article.

A wide-angle view of a vast, minimalist hall featuring hundreds of Dyson floor lamps arranged in concentric, circular patterns that resemble the rhythmic bristles of mops across the polished concrete floor. Frame from Stash Magazine article.

A Dyson vacuum stands centered at the end of a long perspective formed by identical vacuum bodies arranged in symmetrical arches of Optical Arts. Frame from Stash Magazine article.

A Dyson cordless stick vacuum sits on a gym floor surrounded by blurred exercise equipment. Frame from Stash Magazine article.

A Dyson clean+wash wet and dry cleaner stands upright in a bright room, showcasing the hygiene-focused design of this advanced mop, with text reading clean+wash Hygiene and The wet and dry cleaner with no dirty filter. Frame from Stash Magazine article.

Credits

Client: Dyson

Production: Optical Arts
Director: Optical Arts
CD: Fabrice Le Nezet
EP: Hannah May
Producer: Benedict Kazemi
CG Lead: Thomas Ramboz
CG Artist: Serap Karaduman, Mattia Ker, Flora Macleod, Nicolas Damour
Modeler: Emma Malric, Sergi De La Sheras
2D Artist: Ahmed El Azma
Edit: Greg Hayes

Grade: Time Based Arts
Colorist: Daniela Rotaru

Audio: 750mph

Stephen Price

Stephen is the co-founder/CD of Stash Media Inc. and the executive editor of Stash Magazine and the Stash Permanent Collection.
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Category: Advertising, Brand film, CG, Featured · Tags: 750mph, Dyson, Fabrice Le Nezet, Optical Arts, Time Based Arts