On
Get Into It
Creative Direction / Concept / Copy
On's first-ever sports bra collection needed more than a product launch. It needed a point of view.
Designed by a female-led team at On, the collection was built around one idea: fit that moves with you, not against you. Our job was to find the campaign language that made that feel like a liberation, not a feature.
Get Into It. Two words that do three things — an invitation, a state of mind, and a quiet celebration of what happens when nothing gets in your way.
Working with photographer Wendy Huynh, I led a team that captured women in motion the way they actually move: loose, joyful, unselfconscious. A custom wordmark (designed by the fantastic Anna Juhász) echoes that flow. From social to OOH to On's retail spaces and trade designs, the whole campaign held the same uninhibited energy.
Because if you've worn one, you know — the best thing a sports bra can do is make you forget you're wearing one.
