LOEWE and On

For this collab between LOEWE and On, we explored how movement shapes creative practice through the lens of three artists whose work is rooted in movement and the outdoors: Joan Jonas, Martine Syms and Tarek Atoui.

Working with the CD, I developed the campaign concept around artistic exploration, finding a narrative thread that connected the artists’ different perspectives while giving each room to tell their story. I shaped the storytelling direction and scripted the hero film and three individual artist films, working closely with both On and LOEWE’s creative teams to strike the right tone for both brands.