easy

Minimalist look, maximum impact.

Reduced to just 15 parts (did you know the average sneaker has 25?), Cloudeasy was designed to be one of On’s most sustainable—and stylish—shoes.

Our job was to make it look, well, easy.

I drove conception and creative direction for a campaign celebrating the quiet confidence of expertise—how real craft doesn’t need to shout. “Easy” became an attitude: effortless, assured, and a little bit street.

Visually, we stripped things back and brought a subtle editorial edge—mixing On’s signature minimalism with a looser, more fashion-forward energy.

(And because this was all about craft, this campaign was shot on film.)