On

Jan 2025

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.

Editorial, Lifestyle, Commercial, Commercial

Studio strobe

Sportswear, Fashion