On FW25 with Zendaya

project: On Together With Zendaya
role: Creative Copy Lead
brand: On

- CAMPAIGN CONCEPT & MESSAGING
- HERO FILM CONCEPT & SCRIPTS
- ORGANIC SOCIAL CONCEPTS, SCRIPTS & DIRECTION
- END-TO-END DIGITAL COPY (PAID, CRM, .COM)

For FW25, we launched Be Every You with Zendaya – a campaign rooted in self-expression and duality. Centred on a cinematic film directed by Bardia Zienali and supported by social-first content featuring Zendaya and Law Roach.

I Led global creative and copy across film, social, OOH, and digital — shaping a unified campaign platform and elevating the brand’s voice across channels.

The result was On’s highest-ever awareness campaign TD: +18% TikTok awareness in the US, with increased reach among women (+11%) and Gen Z (+3%), alongside organic engagement outperforming benchmarks.

Film: Bardia Zeinali

Photography: Emily Lipson