On commercial starring Zendaya is a cosmic adventure: “Zone Dreamers”
The campaign was directed by Nadia Lee Cohen
The On commercial starring Zendaya takes us on a cosmic adventure called: “Zone Dreamers”
The Swiss sneaker brand On has been creating classic advertising campaigns alongside Roger Federer for some time now. Always with a stylish and elegant touch, the brand’s unique sneaker design has earned it a spot among consumers’ favorites.
But it wasn’t until the popular actress Zendaya joined the brand in 2024 that On began carving its own distinctive communication path. The latest campaign takes us on a cosmic journey with a retro-futuristic aesthetic.
On – Zone Dreamers with Zendaya
“Zone Dreamers” is the title of the On commercial starring Zendaya and directed by visual artist Nadia Lee Cohen. The piece also stands out thanks to its meticulous aesthetic, shaped by the work of stylist Law Roach and jewelry designer Chris Habana.
On presents a fake sci-fi movie trailer where creativity and entertainment are clearly the focus. The On commercial shows Zendaya embarking on a cosmic journey with her crew, featuring clear nods to Star Trek, where movement is key to discovering new worlds.
The campaign is conceived more as an audiovisual art piece than a straightforward product showcase. The brand emphasizes exercise and movement as sources of confidence and bravery to step outside the comfort zone.
According to Alex Griffin, chief marketing officer at On: “In Zone Dreamers, we laid the foundation of a universe that feels surreal yet deeply human. Movement is a metaphor for confidence, connection, and creative possibilities. The campaign may be set in an imagined universe, but its message is very real: everything is possible when we move together.”
Zendaya added: “I had a lot of fun shooting Zone Dreamers. This campaign focuses on courage, friendship, and the trust that emerges from the freedom of stepping out of your comfort zone to try something new. Working with Nadia for the first time brought a totally unique energy to the shoot, and collaborating with Law, as always, made it extra special.”
Watch | YouTube
