An advertising campaign featuring Zendaya is going to attract eyeballs. But On didn’t put all its hopes into that one asset. The brand has reinvented what both fashion advertising and sports advertising can be, using its long-term brand ambassador in the “fictional film trailer for the greatest movie never made”.
With Katy Perry’s trip into space in the background (perhaps), On’s Zone Dreamers intends to “show how moving together can unlock courage, creativity, and the freedom to dream without limits,” while also showing off the brand’s range of clothes.
The trailer was directed by visual artist, Nadia Lee Cohen, and styled by fashion visionary of the moment (and of Zendaya), Law Roach, known for her hyper-real style and unmistakable visual signature Zendaya stars as a protagonist on a mission through space in the film’s surreal, filmic world, supported by her close-knit crew. Together, they move, train, and explore new worlds, discovering that confidence comes not just from within, but from the people you move with.
The film that blends humour and elegance draws from retro-futurism, performance art, and 1970s sci-fi tropes. Lee Cohen’s approach blurs the line between fashion, film, and fantasy to create a cultural moment that stands out – and will probably trigger a trend.
“Zone Dreamers was such a joy to create,” Zendaya stated in On’s campaign blog. “I’ve loved working with On to bring something so creative and unexpected to life. Teaming up with Nadia for the first time brought such a unique energy to the set, and collaborating with Law — as always — made the experience even more special. This campaign is about courage, friendship, and the kind of trust that gives you the freedom to step outside your comfort zone and try something new.”
“Working with Zendaya, alongside Nadia Lee Cohen and Law Roach, allowed us to push the limits of creative storytelling,” added Alex Griffin, chief marketing officer at On. “With Zone Dreamers, we built a world that feels surreal yet deeply human — where movement becomes a metaphor for confidence, connection, and creative possibility. The campaign may live in an imagined universe, but its message is very real: everything is possible when we move together.”
The campaign presents On’s Spring/Summer 2025 Movement Lifestyle collection and also introduces two new product icons, the Cloudzone and the Studio Knit Bodysuit. The Cloudzone, On’s newest lifestyle footwear silhouette, is a minimalist, low-profile sneaker built with On’s CloudTec cushioning. The Studio Knit Bodysuit is a seamless, sculpting one-piece designed for fluid motion and comfort.
