project: Feel nothing. To feel everything.
role: Creative Copy Lead
brand: On

On wanted to explore what it feels like when you’re not distracted by what you’re wearing.

How do you bring that feeling to life?

My role

These two campaigns were part of On’s bigger women’s apparel focus, with its new tights technology at the centre. Working with the CD and AD, I developed the creative narrative from the strategic platform – Feel Nothing. To Feel Everything. – shaping how the idea could come to life across two seasons.

The first followed women exercising in a busy park, showing how they could tune everything else out and get completely into their own world.

For SS26, we rooted the story in the growing conversation around women and strength training, using athletes Iga Swiatek, Sydney Schertenleib and Ditaji Kambundji to show the shift from a calm, focused state into the exhilaration of pushing themselves physically.

I shaped the messaging and campaign copy, scripted both films and worked closely with the CD and AD throughout development.

Outcome

Season one showed that the product story could get diluted across multiple tights.

For SS26, we took that learning forward, focusing on one pair and a clearer story around athletes, strength training and what the tights were designed to do.

The sharper story helped the campaign film and social content perform strongly.