Zendaya together with On

On wanted to use its partnership with Zendaya to move further into lifestyle and fashion, exploring self-expression through what we wear.

Be Every You became a story about the different sides of ourselves. Working with the CD, I connected that thinking to the way Zendaya talks about fashion and self-expression, then shaped the campaign narrative and creative framework around it — defining the world, tone and story we wanted to tell.

From there, I developed the messaging hierarchy and copy, co-led the social concepts and wrote the film script. I oversaw the copy end-to-end, making sure the message stayed true across the campaign.