On: Shape of Dreams
On wanted to expand beyond its core running audience and establish itself as a premium lifestyle and fashion brand. They partnered with Zendaya to launch a co-designed collection. The goal was to create a visually arresting campaign that challenged traditional sportswear aesthetics, targeting fashion-forward consumers who value both style and movement, while leveraging Zendaya's massive cultural influence.
Creative Idea
Used surrealist scale and giant hands to style Zendaya like a living fashion doll.
On collaborated with Zendaya and Spike Jonze to reimagine sportswear through a surrealist lens, using giant hands to manipulate scale and motion, proving that performance gear can be as expressive and imaginative as high-fashion art.
Creative Strategy Deconstructed
Company
High-performance Swiss engineering and a new partnership with a global fashion and cultural icon.
Category
Sportswear brands often focus on gritty realism, sweat, and literal athletic performance in their advertising.
Customer
Modern consumers want apparel that bridges the gap between technical utility and high-fashion self-expression.
Culture
The blurring lines between luxury fashion, streetwear, and athletic performance gear in contemporary style.
Company
High-performance Swiss engineering and a new partnership with a global fashion and cultural icon.
Category
Sportswear brands often focus on gritty realism, sweat, and literal athletic performance in their advertising.
Strategy:
Elevate technical performance into a surrealist fashion statement to redefine brand perception through cultural icons.
Customer
Modern consumers want apparel that bridges the gap between technical utility and high-fashion self-expression.
Culture
The blurring lines between luxury fashion, streetwear, and athletic performance gear in contemporary style.
Strategy:
Elevate technical performance into a surrealist fashion statement to redefine brand perception through cultural icons.
Strategy Technique
Borrow Equity
By partnering with a global fashion icon and a legendary director, On shifts from a technical running brand to a cultural powerhouse, gaining instant credibility in the high-fashion lifestyle space.
Explore Technique
Creative Technique
Create Fantasy Worlds, People and Things
The film uses surreal scale and giant hands to transform a minimalist space into a dreamscape. This visual metaphor dramatizes the act of creative styling and the fluid nature of movement.
Explore Technique
Craft Breakdown
This campaign excels through its seamless integration of surreal visual effects and high-fashion art direction, creating a unique and memorable brand experience.
The scale manipulation and seamless integration of giant hands create a truly surreal and engaging visual narrative.
The minimalist aesthetic and carefully curated color palette perfectly complement the On brand identity.
The dynamic camera work and creative use of perspective enhance the surreal elements of the film.
Zendaya's expressive performance and natural charisma anchor the whimsical narrative.
The synergy between the surreal visual effects and the minimalist art direction creates a cohesive and visually stunning world that feels both grounded and otherworldly.
