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.

A woman wearing a purple and black sports bra and dark athletic shorts, with long braids, in a bent-over position against a backdrop of vertical white panels.
A woman with braided hair wearing a black sports bra and black leggings, sitting with her knee raised, in a room with light-colored curtains.
Close-up of a woman with braided hair wearing a white sports bra and dark workout pants, standing on a rooftop with a blurred cityscape background.
A person performing a yoga pose on a mat, with their back arched and head tilted down, wearing a white sports top and black workout pants.
A woman wearing athletic clothing is hanging from gymnastics rings outdoors, with a cloudy sky in the background.
A person practicing Yoga in downward dog pose on a yoga mat in a studio with white curtains and wooden ballet barres.
A MacBook Pro laptop on a white surface with a website featuring a woman in athletic wear running outdoors displayed on the screen.
Store window display featuring athletic wear, with images of women practicing yoga and stretching, and the text "Get into it".

⟻ Back to projects