On

On is a Swiss-engineered performance apparel brand designed to help wearers “Feel Nothing. To Feel Everything.” The challenge was to communicate the benefits of On’s apparel in a way that resonates with a younger audience while avoiding technical jargon. Many consumers don’t realize how much clothing can distract from movement, heaviness, lack of airflow, or restrictive fit takes attention away from the experience itself. This campaign positioned On’s lightweight, breathable apparel as a companion for effortless movement, appealing to Gen Z’s desire for style, individuality, and freedom. Through nature-inspired visuals, experiential activations, and social-first content, I highlighted how On disappears on the body, letting wearers move freely, feel unencumbered, and fully engage with their environment.