Training by On

Feel Nothing. To Feel Everything. was built around On’s new tights technology and the idea that when you’re not distracted by what you’re wearing, you can fully experience movement.

Working with the CD across two seasons, I helped shape the campaign idea, exploring how to show the shift to ‘feeling everything’ on screen. For SS26, we took the idea into the growing culture of women’s strength training, working with athletes and playing with moments of pause and dynamism to move between their inner and outer worlds. Changes in pace, sound and movement helped capture the intensity of training and the feeling of being completely immersed in it.

I developed the film concepts and scripts, shaped the messaging and led the copy through delivery.