ON ‘BE EVERY YOU’ campaign

As the Senior Art Director on the project, I worked closely with the in-house Creative Lead to shape the visual narrative of the campaign’s hero assets, including key stills and campaign videos, ensuring a cohesive and impactful brand story. I also developed and directed social-first content for TikTok and Instagram, crafting platform-native concepts that amplified the campaign’s reach and engagement.

The campaign spotlights Zendaya, featuring her in new, elevated apparel for FW25 alongside the Cloudzone Moon, her first co-created footwear design with On. More than just a muse, Zendaya plays an integral role, collaborating closely with longtime stylist Law Roach to craft the iconic hero looks that define the campaign. At its heart, the narrative explores contrasts and the layers that make us who we are. This intimate, self-reflective story is brought to life through Zendaya’s authentic narration, giving the campaign a genuine and personal voice.

I collaborated closely with the in-house marketing team to strategically plan channel-specific content tailored to each market and placement. By aligning early on the specific requirements for digital, OOH, print, and TV, we maximized efficiency on set and ensured a more seamless post-production process across all deliverables.