Zendaya together with On

How do you make a co-created collection feel like a real collaboration, not just a drop with Zendaya’s name on it?

Working with the CD, I helped develop The Dream Lab, a world where Zendaya’s imagination could meet On’s design language, making the collaboration itself part of the story. From there, I shaped the campaign narrative around self-expression and defined Zendaya’s role within it.

With the Art Director, I created the framework for how that story would look, feel and behave across the work (including the multi award-winning hero film, Shape of Dreams, directed by Spike Jonze). I then co-led social concepting and oversaw the copy through delivery, making sure the idea stayed consistent across the campaign.