On
On's high-performance sportswear and editorial fashion campaigns across sport and style
Featured On projects
This week's top On projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project On · Zendaya
On presents a campaign featuring Zendaya that highlights the intersection of performance sportswear and urban architectural aesthetics. The project is directed by Spike Jonze with cinematography by Jasper Wolf, utilizing a desaturated palette and natural light to emphasize the raw textures of industrial concrete and moody, overcast settings. Fashion styling and creative direction by Law Roach inform the look, featuring technical anoraks, patterned athletic track sets, and lightweight performance wear. The imagery relies on live-action technique and analogue film textures, framing the talent in dynamic, candid motion against expansive cityscapes and minimalist, sculptural backdrops.
Project On · Be Every You
On presents 'Be Every You,' a sportswear campaign featuring Zendaya. The imagery captures a series of dynamic, athletic poses against a moody, cool-toned studio environment that emphasizes the technical construction of the apparel. Directed by Bardia Zeinali and styled by Law Roach, the campaign highlights a performance-focused wardrobe of zip-up bomber jackets, sports bras, and running footwear. The project utilizes soft light to maintain a polished, commercial aesthetic across both vertical and horizontal formats.
On · Dream On
Dream On is a multifaceted campaign for sportswear brand On, directed by Spike Jonze. The project captures actor Zendaya in a series of minimalist studio settings, blending documentary-style behind-the-scenes footage with highly choreographed sequences. Through a clean, bright aesthetic, the campaign explores the design process and playful product interaction. Cinematographer Jasper Wolf utilizes natural light and live-action techniques to emphasize the movement and sculptural apparel design. With costume design by PC Williams, hair and makeup by AJ Juttla, and choreography by Robbie Blue, the production leans into surreal imagery and expressive performance to highlight the brand's athletic apparel and footwear.
Project On · Spring 2025 Ad Campaign
For its Spring 2025 ad campaign, sportswear giant On pushes the boundaries of athletic visual storytelling by blending high-fashion editorial aesthetics with raw, industrial utility. Under the astute creative direction of FKA Twigs, who also steps in front of the lens as a featured model alongside Léa Bayekula, Michelle Mensah, and Nana Yaa, the project redefines the intersection of technical performance and movement. Photographer Jordan Hemingway captures these athletes within a stark, scaffold-dominated environment, utilizing studio strobe lighting to carve out sharp, high-contrast silhouettes that emphasize both the intricate geometry of the metal structures and the physical power of the subjects. The campaign leans into a clean, minimalist palette, allowing the focus to remain firmly on the technical construction of the apparel and the agility of the performers. By employing a live-action technique that frames dynamic movement against a neutral or pitch-black backdrop, the imagery feels cinematic rather than purely transactional. This series successfully marries the precision of commercial sportswear photography with the deliberate, expressive composition of high-end editorial work. Through this collaboration, On establishes a visual identity that is as much about structural design and architectural form as it is about athletic pursuit, creating a compelling narrative of strength, flexibility, and refined performance that resonates with a modern, design-conscious audience.
On · Shape of Dreams
On presents 'Shape of Dreams,' a commercial campaign film centering on performer Zendaya within a minimalist, studio-based environment. The production uses a clean, live-action technique to highlight movement, placing the central talent against a backdrop of choreographed dancers. Production was spearheaded by Kelly Flynn, with post-production and visual effects provided by Final Cut US and Max Cooper. The rhythmic atmosphere is supported by a bespoke sound design and music composition from Squeak E. Clean (Australia). The campaign is delivered in a vertical format, tailored for mobile-first engagement within the sportswear and fashion sectors.
On · Shape of Dreams
On presents Shape of Dreams, a commercial project that channels the intersection of movement and contemporary sportswear. Featuring actress Zendaya, the film unfolds within a minimalist studio space where athletic performance meets synchronised choreography. The production leans into a clean, high-key lighting aesthetic, utilising natural light to define the space. The visual narrative combines modern apparel styling with live-action techniques to frame the dancers' choreography against a stark, neutral background.
On · Real Energy
On presents Real Energy, a performance-focused campaign highlighting the brand's athletic apparel and footwear. The film features a sequence of runners traversing varied terrains, moving between expansive rural roads, cityscapes, and indoor training environments. Produced by SMUGGLER, the piece utilises a cinematic live-action technique to capture the movement of the gear. The visuals lean into a warm, ambient light palette, prioritising close-up shots of footwear to showcase technical detail during high-intensity activity.
On · Brand Identity
This brand identity project for On establishes a visual framework through a combination of live-action technique and CGI. The campaign integrates cinematic outdoor sequences featuring tennis courts and natural landscapes with 3D rendered apparel and interactive interface elements. By blending drone footage with generative video, the project creates a high-fidelity aesthetic that reflects the brand's position in sports and gaming. Project direction was led by Seb Marling alongside design lead Peter Richardson. The visual execution incorporates graphic design from Village Green, with generative video contributions by Tom Wooton and Bob Jaroc. Web development for the platform was managed by James Homer.
Project On · Brand Identity
This brand identity project for On establishes a contemporary retail environment defined by industrial materials and digital integration. The space centers on curved brushed-metal fixtures and architectural shelving, creating a minimalist backdrop for footwear displays. The interior design leans into clean geometric lines, utilizing polished stainless steel and structured metallic surfaces to reflect a systematic aesthetic. Key elements include bespoke digital ribbons and LED ticker displays that present technical data and typography, such as the Cloudmonster 2 branding. The project incorporates motion graphics and complex data visualizations, bridging the gap between physical retail and technical sportswear. This environment was realized through fixture design by Modem, with motion and graphic design contributions from Tomorrow Bureau, Studio Dialect, Tom Schwaiger, and Wei Huang, alongside manufacturing support from FITSOUT and Infrastor.
On · Zone Dreamers
On presents Zone Dreamers, a campaign spot featuring Zendaya that highlights the brand’s athletic apparel line. Directed by Academy Films, the film leans into a cinematic narrative aesthetic to showcase the collection within a blue and white locker room environment. The project captures a series of dynamic scene changes, moving from a direct-to-camera monologue into a tense countdown sequence. Utilizing live-action technique, the film emphasizes futuristic styling and a high-contrast visual tone.
On · Cloud 6
On presents Cloud 6, a commercial campaign spotlighting their latest footwear and apparel through a series of cinematic vignettes. Set within domestic and indoor environments, the project leans into a desaturated, warm color palette that emphasizes the textures of both the environment and the products. Produced by SOME SUCH, the film utilizes live-action technique to capture individuals in quiet, everyday moments. The atmospheric rhythm of the piece is underscored by sound design and post-production provided by Rascal, with additional contributions from The Assembly Rooms.
On · Jameela Elfaki, "Cloudspark"
On releases a brand film for 'Cloudspark,' a project documenting the design and performance testing of their latest running footwear. Directed by Jameela Elfaki, the piece bridges the technical development phase with its real-world application, showcasing the balance between engineering precision and athletic motion. The film transitions from close-up product highlights and design sketches to group running sequences. It leans into a cinematic visual language, utilizing natural light and clean composition to focus on the textures and collaborative process behind the shoe's construction.
Explore other brands
Explore Visie’s leading industries, projects, and the talented creatives representing them.
