ON | D&AD BRIEF
Feel nothing. To feel everything.
By feeling no pain, no distraction, no discomfort, you are able to have endless experiences and feel everything.
role: creative
The puzzle…
To create an integrated Gen Z campaign for On's lightweight, distraction-free Swiss Engineered apparel, centered around the core message: “Feel Nothing. To Feel Everything.”
Make Swiss innovation feel exciting and emotionally resonant, celebrating movement, individuality, and performance while building a sense of community and brand loyalty through disruptive storytelling.
Translate high-performance tech into an emotional, movement-driven message that resonates with Gen Z’s energy, style, and desire for meaningful experiences. The campaign should feel fresh, platform-first, and challenge the idea that On is only for serious athletes.
The solution!
By removing pain, distraction and discomfort, On creates space for infinite experience. It’s not just about performance, it’s about presence.
By tapping into the core of human experience - those moments that make us feel truly alive - we are staying true with Gen Z's deep desire for presence, authenticity and meaningful connections, all with a touch of good humour.
So go ahead, be that slightly irritating, ahead-of-the-curve person with the ultimate footwear.
Video concept…
A film like this needs a soundtrack like this:
…or this?
…or this?
emotional tone
visual tone
photography/videography style
micro emotions
casting/styling
location
Storyboard…
1. Fast CU of On shoe laces being tied with audible "zip"
2. Fast CU closing the house front door
3. Centralised LS plane taking off from runway
4: MS people on plane are tired, miserable and uncomfortable, some have taken their shoes off. The "On man" in the middle is happy, getting comfy, listening to music and is smug about it.
5. LS Car pulled up in Swiss mountains. Friends are chatting whilst they put on their walking boots. "On man" keeps the same shoes on and is stood up ready to go.
6. MS He is chatting with his friend whilst hiking, they are smiling and laughing
7. CU to emphasise his happy, laughing, smiling expression
8. CU of his On shoes with audible noise from the shoes on the ground
9. CU his hair is swishing in the wind
10. WS POV looking up at trees from below, sun shining through, ethereal
11. CU sun shining delicately on his smiling face, we clearly see the details in his glowing skin
12. MS the friends hiking up an incline, "On man" is boldly and confidently leading the way with endless energy whilst the others are tired and flagging
13. CU his calf muscles contracting with each step on the rough, uneven track
14. CU beads of sweat dripping down his neck, he's panting
15. MS top of the summit, he pats friend on back who is exhausted and has had to take boots off, but he's grinning and looking out at the view
16. MS he's beaming, he's feeling alive and in the moment
17. MS the group of friends chatting in bar
18. CU glasses clinking as they 'cheers'
19. MS POV grinning selfie shot together
20. CU of hands dancing under the strobs lights
21. CU she's trying to adjust uncomfortable shoe
22. MS friends are tired, gestures towards leaving the bar
23. MS from behind, "On man" sat at bar with empty stool next to him
24. MS from front, woman sits next to him and they're chatting
25. CU she's laughing and blushing
26. LS we see them dancing together in amongst the crowd
27. MS under the strobe lights, they gaze into each others eyes
28. MS he's diving headfirst into a lake
29. MS he's waiting whilst she takes her shoes off ready to join him
30. MS we linger on this shot and see her On shoe next to his On shoe, the two of them are having a special moment, the sun is rising in the background behind the Swiss mountains
