Zendaya stars in On's charming, offbeat and dreamlike ad

'Shape of Dreams', On’s surreal new film starring Zendaya, directed by Spike Jonze, is a welcome bit of wholesome fun.

Clothing brand On has turned the creation of a co-designed collection into an abstract, dreamlike performance. Set in a giant white box (dubbed Zendaya’s imagined 'Dream Lab'), the spot embraces silent movie era acting tropes, childlike wonder and offbeat illusions.

The film was written and directed by Spike Jonze, produced by MJZ, with cinematography by Jasper Wolf and production design by Francesca Di Mottola.

Warping expectations

It’s all a bit of a masterclass in visual trickery, with garments shift shaping and materials warping and re-forming, as the collection slowly emerges through a visual language that feels closer to art direction than conventional sportswear advertising.

Zendaya puts in a performance she’s clearly enjoying, providing the centrepiece for Spike Jonze’s experimental style.

Rather than telling you what the products do, the film shows you the imaginative process of designing clothing. The credits, however, also include Law Roach in the wider collaboration around the collection, which matters because it ties the film to a genuine fashion point of view rather than just celebrity endorsement and Jonze’s creative whimsy (not that there’s anything wrong with that).

Creative licence

For us, the ad hits the sweet spot between luxury fashion, performance wear, and auteur filmmaking. 

It uses star power unashamedly, but deepens it with the sort of artistic freedom that only the best ad makers grant.

The action is surreal, yet underneath it is a statement about the timelessly alluring creative process of fashion and filmmaking alike.

Before this ad, we didn’t have a defining brand identity in mind for On, but thanks to this effort, we’re a lot clearer on its aesthetic.