ON FW25

project: Be Every You with Zendaya
role: Senior Creative Copywriter
brand: On

- CAMPAIGN CONCEPT & MESSAGING
- HERO FILM CONCEPT & SCRIPTS
- SOCIAL CONCEPTS, SCRIPTS & DIRECTION
- END-TO-END COPY

To launch On’s FW25 collection and connect with Gen Z women, we created Be Every You with Zendaya. The campaign message encourages self-expression, inviting audiences to move as every version of themselves.

Across a cinematic short film, stills, polished social content and digital storytelling, we showed how the collection – from performance-inspired pieces to elevated everyday looks – adapts with mood and personal expression.

Film: Bardia Zeinali

Photography: Emily Lipson