ON’s advert starring Zendaya and directed by Spike Jonze: “Shape of Dreams”

The On advert starring Zendaya is a creative ode by filmmaker Spike Jonze.

If there is someone capable of leaving a distinctive mark when directing advertising campaigns, it is undoubtedly Spike Jonze. The director is renowned for groundbreaking campaigns such as the one for Kenzo or the iconic “Welcome Home” by Apple. Now, he delights us once again in On’s latest campaign, starring Zendaya.

The brand takes things a step further by immersing itself in a clearly artistic territory, moving away from traditional sportswear codes to explore something far more intangible: imagination.

On – Shape of Dreams

The On advert is titled “Shape of Dreams” and has been directed by Spike Jonze. The filmmaker transports us into a surreal universe conceived as a visual metaphor for the creative process behind the collection.

The piece introduces us to the so-called “Dream Lab”, a space imagined by Zendaya where ideas take shape organically. In this environment, garments and footwear constantly evolve: they stretch, transform, and shift in color and texture until reaching their final design.

Far from being a simple product showcase, the On advert embraces a carefully crafted visual narrative inspired by silent cinema and reinterpreted through a contemporary lens. The combination of choreography, editing, and music creates an almost hypnotic experience that reinforces the experimental nature of the collection.

As stated by Alex Griffin, Chief Marketing Officer at On: “This collection marks the next chapter of our creative partnership with Zendaya. Her creative spirit is evident in every detail, defining the fusion of performance and style.”

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