On / LightSpray™

Social first campaign to launch On’s revolutionary new upper technology.

LightSpray™ is the future of performance running. A magical collision of robotics and materials science, the unique process cuts a decades-old, multi-part process into a single, minimal-waste step. A robot fuses a seamless upper directly onto a performance midsole in just three minutes, cutting waste and emissions by 75%.

Leading a creative team of Art Directors, Writers, Designers and Videographers we created a world centered around On’s innovation lab, opening it up for consumers to see - giving unrivaled access to the process, and the robot behind the shoes.

Very much a social first campaign, we created a range of assets tailor made for Instagram and TikTok, leaning in to phenomena such as ‘slow content’ and ‘megazooming’.