Zendaya puts up a fight in On's latest outing

On continues to carve its brand position with one of the world’s foremost stars.

For a long time I misread On as ‘DQ’. But now, thanks in part to a stellar series of ads, this seems like ancient history.

The brand’s recent advertising form has solidified a unique identity, and this time Argentine filmmaking trio Pantera take on direction duties following Spike Jonze’s laudable effort. 

On's latest collaboration with Zendaya is designed to launch the second co-created collection developed with Zendaya and stylist Law Roach.

The Swiss sportswear brand produced a cinematic short film inspired by action movies. Zendaya is in athletic form throughout, sprinting, climbing, fighting and navigating choreographed action sequences, before the action gives way to a calming cut scene.

Putting the action in activewear

The collection features custom python-print garments, oversized sportswear with adjustable detailing, and the debut of the Cloudnova Moon Mary Jane silhouette.

The clothing is displayed in a kinetic style, becoming an active participant in the story, with the garments tested through the various combat and pursuit sequences.

The broader strategy

This isn't the first cinematic chapter in the partnership. Earlier collaborations were a little more ‘high-fashion’ compared to this more entertaining - but still surreal - bent.

As Alex Griffin, On's chief marketing officer, explained: "We've always wanted to create work that goes beyond traditional advertising, building worlds that entertain, surprise and invite people in."

Thematically, then, this sits somewhere between luxury fashion films and sportswear advertising. And we’re fans.

Credits

Brand: On
Talent: Zendaya
Creative Partner: Law Roach
Director: Pantera (Argentine directing trio)
Photography: Cass Bird (campaign stills)