project: The Dream Lab
role: Creative Copy Lead
brand: On

To launch its first co-created collection, On wanted to explore self-expression through its partnership with Zendaya.

How do you turn an idea about imagination into a story people can step into?

My role

Working with the CD, I shaped the narrative behind The Dream Lab, defining what the world was, what it meant, and the parameters for how it should feel and behave for the film and photography.

I developed the messaging hierarchy and key campaign copy, giving the wider team a foundation to build from across digital, OOH and other brand touchpoints.

Alongside this, I shaped the social storytelling, pushing for ideas that could live natively on each platform rather than simply repurposing the hero film.

A big part of my role was holding the idea as the work evolved. When some of the thinking around Zendaya as a co-creator started to feel too literal, I pushed to reframe it around her as a creative force – bringing it back to the bigger idea of creativity.

Outcome

With a film directed by Spike Jonze and photography by Sean Thomas, SS26 became On’s strongest brand-building campaign to date, helping push the brand further into lifestyle and fashion.

Both paid and organic social broke On records, showing the value of giving Zendaya a real creative role in the story.