On
AI Brand Campaign
A concept campaign created around On LightSpray™, exploring the idea of a running shoe so light it almost feels unreal. The campaign moves between surreal, weightless environments and the real world of running, using that contrast to bring the product technology to life. Across the TV spot, product animation, UGC video and social content, the same idea of lightness is approached from a different angle.
Client
ON (Spec Campaign)
Role
Creative Producer & AI Creative
Year
2026
Deliverables
TV Spot
Product Animation
UGC Video
Social Campaign Visual
TV Spot
Built around the idea of running on clouds, the film places the runner on an endless reflective surface where the sky continues beneath his feet. As each step lands against the reflection of the clouds, the environment creates the illusion of running through the sky, turning the feeling of LightSpray™ into a visual experience.
Social Campaign Visual
A more grounded expression of the campaign, placing LightSpray™ back where it belongs: in motion. The low perspective and city setting keep the shoe at the centre while capturing the energy of running as a shared experience.
Product Animation
A close-up exploration of LightSpray™, moving from the complete silhouette into the construction and texture of the shoe. Macro details, controlled movement and minimal environments shift the focus from how light the shoe feels to how that lightness is made.
UGC Video
A creator-led running piece that brings LightSpray™ into a more familiar setting. Direct-to-camera moments are mixed with the shoe in use, giving the campaign a more personal perspective and showing how the product fits into an everyday runner's kit.
Creative Process -
Challenge
Lightweight performance is difficult to communicate visually. A shoe can look fast or technical, but weight is something you normally have to feel. The challenge was to turn the idea behind LightSpray™ into something people could understand before ever putting the shoe
Approach
I used weightlessness as the starting point and looked for a way to make that feeling visible. That led to the idea of a runner moving across the clouds. An endless reflective surface became the setting for the TV spot, mirroring the sky beneath the runner so that every footstep appears to land directly on the clouds. Rather than explaining how light the shoe feels, the film turns that feeling into something you can see. The other formats bring the product back into the real world. The social visual puts LightSpray™ on the street, the product animation focuses on its construction and material details, and the UGC video shows it from a runner's perspective. Each piece has a different role, while lightness remains the idea connecting the campaign. Generative AI was used across the visual production, with the final work shaped through creative direction, art direction, iteration, motion, editing, sound design and post-production.
Outcome
The final campaign turns one product characteristic, lightness, into a visual system that works across different formats. From an almost impossible world above the clouds to the shoe hitting the pavement, each piece brings LightSpray™ a little closer to the runner while keeping the same idea at its core.
On
AI Brand Campaign
A concept campaign created around On LightSpray™, exploring the idea of a running shoe so light it almost feels unreal. The campaign moves between surreal, weightless environments and the real world of running, using that contrast to bring the product technology to life. Across the TV spot, product animation, UGC video and social content, the same idea of lightness is approached from a different angle.
Client
ON (Spec Campaign)
Role
Creative Producer & AI Creative
Year
2026
Deliverables
TV Spot
Product Animation
UGC Video
Social Campaign Visual
TV Spot
Built around the idea of running on clouds, the film places the runner on an endless reflective surface where the sky continues beneath his feet. As each step lands against the reflection of the clouds, the environment creates the illusion of running through the sky, turning the feeling of LightSpray™ into a visual experience.
Built around the idea of running on clouds, the film places the runner on an endless reflective surface where the sky continues beneath his feet. As each step lands against the reflection of the clouds, the environment creates the illusion of running through the sky, turning the feeling of LightSpray™ into a visual experience.
Social Campaign Visual
A more grounded expression of the campaign, placing LightSpray™ back where it belongs: in motion. The low perspective and city setting keep the shoe at the centre while capturing the energy of running as a shared experience.
A more grounded expression of the campaign, placing LightSpray™ back where it belongs: in motion. The low perspective and city setting keep the shoe at the centre while capturing the energy of running as a shared experience.
Product Animation
A close-up exploration of LightSpray™, moving from the complete silhouette into the construction and texture of the shoe. Macro details, controlled movement and minimal environments shift the focus from how light the shoe feels to how that lightness is made.
A close-up exploration of LightSpray™, moving from the complete silhouette into the construction and texture of the shoe. Macro details, controlled movement and minimal environments shift the focus from how light the shoe feels to how that lightness is made.
UGC Video
A creator-led running piece that brings LightSpray™ into a more familiar setting. Direct-to-camera moments are mixed with the shoe in use, giving the campaign a more personal perspective and showing how the product fits into an everyday runner's kit.
A creator-led running piece that brings LightSpray™ into a more familiar setting. Direct-to-camera moments are mixed with the shoe in use, giving the campaign a more personal perspective and showing how the product fits into an everyday runner's kit.
Creative Process -
Creative Process -
Challenge
Challenge
Lightweight performance is difficult to communicate visually. A shoe can look fast or technical, but weight is something you normally have to feel. The challenge was to turn the idea behind LightSpray™ into something people could understand before ever putting the shoe
Lightweight performance is difficult to communicate visually. A shoe can look fast or technical, but weight is something you normally have to feel. The challenge was to turn the idea behind LightSpray™ into something people could understand before ever putting the shoe
Approach
Approach
I used weightlessness as the starting point and looked for a way to make that feeling visible. That led to the idea of a runner moving across the clouds. An endless reflective surface became the setting for the TV spot, mirroring the sky beneath the runner so that every footstep appears to land directly on the clouds. Rather than explaining how light the shoe feels, the film turns that feeling into something you can see. The other formats bring the product back into the real world. The social visual puts LightSpray™ on the street, the product animation focuses on its construction and material details, and the UGC video shows it from a runner's perspective. Each piece has a different role, while lightness remains the idea connecting the campaign. Generative AI was used across the visual production, with the final work shaped through creative direction, art direction, iteration, motion, editing, sound design and post-production.
I used weightlessness as the starting point and looked for a way to make that feeling visible. That led to the idea of a runner moving across the clouds. An endless reflective surface became the setting for the TV spot, mirroring the sky beneath the runner so that every footstep appears to land directly on the clouds. Rather than explaining how light the shoe feels, the film turns that feeling into something you can see. The other formats bring the product back into the real world. The social visual puts LightSpray™ on the street, the product animation focuses on its construction and material details, and the UGC video shows it from a runner's perspective. Each piece has a different role, while lightness remains the idea connecting the campaign. Generative AI was used across the visual production, with the final work shaped through creative direction, art direction, iteration, motion, editing, sound design and post-production.
Outcome
Outcome
The final campaign turns one product characteristic, lightness, into a visual system that works across different formats. From an almost impossible world above the clouds to the shoe hitting the pavement, each piece brings LightSpray™ a little closer to the runner while keeping the same idea at its core.
The final campaign turns one product characteristic, lightness, into a visual system that works across different formats. From an almost impossible world above the clouds to the shoe hitting the pavement, each piece brings LightSpray™ a little closer to the runner while keeping the same idea at its core.