The Swiss performance sportswear company On has unveiled its latest high-profile advertising campaign, "Shape of Dreams," featuring global icon Zendaya and helmed by the critically acclaimed filmmaker Spike Jonze. Released on April 10, 2026, the campaign introduces On’s new "Dream Lab" collection, co-designed by Zendaya and her renowned stylist Law Roach, marking a significant strategic move for the brand in the competitive athletic wear market. The short film commercial, characterized by Jonze’s signature surrealism and kinetic energy, showcases Zendaya in a dynamic and dreamlike sequence, further cementing the convergence of high art, celebrity endorsement, and corporate branding.
Spike Jonze: A Master of Visual Storytelling Across Mediums
Spike Jonze, born Adam Spiegel, has long been celebrated for his unique directorial vision, which seamlessly blends the whimsical with the profound, often exploring themes of identity, connection, and the human condition. His filmography includes seminal works such as "Being John Malkovich" (1999), "Adaptation" (2002), "Where the Wild Things Are" (2009), and the Academy Award-winning "Her" (2013). These films have established him as a distinctive voice in contemporary cinema, known for pushing narrative boundaries and eliciting deeply emotional responses from audiences.
However, Jonze’s creative output extends far beyond feature films. He has cultivated an equally impressive portfolio in music videos and commercials, areas where his experimental spirit and innovative visual language have consistently shone. His work in these shorter formats often serves as a fertile ground for exploring ideas and techniques that later find their way into his larger cinematic projects. This fluid approach to storytelling across different mediums has made him a sought-after collaborator for artists and brands alike, eager to infuse their messaging with his distinctive artistic flair.
In recent years, while the film industry eagerly awaits his next feature-length cinematic endeavor, Jonze has maintained a prolific pace in the commercial and music video spheres. Last year, he co-directed the "The Tiger" short film for Gucci alongside Halina Reijn, a visually rich narrative that explored the luxury brand’s aesthetic through an artistic lens. Prior to that, his "Someday" Apple AirPods commercial captivated audiences with a mesmerizing dance performance by actor Pedro Pascal, showcasing Jonze’s enduring fascination with movement and physical expression as a storytelling device. In 2024, he directed the heartwarming and viral music video for "All My Love," featuring the then 99-year-old Dick Van Dyke joyfully dancing through his home, a testament to Jonze’s ability to extract genuine emotion and charm from unexpected scenarios. These projects underscore a clear thematic thread in Jonze’s recent commercial work: a pronounced emphasis on dance and movement to convey emotion, freedom, and the spirit of the human body. This recurring motif is once again central to the "Shape of Dreams" campaign, where Zendaya’s fluid movements become integral to the narrative.
One of Jonze’s most iconic commercial achievements remains the "Welcome Home" advertisement for Apple HomePod in 2018, starring FKA twigs. This ad, celebrated for its astonishing visual effects and choreography, depicted a woman’s apartment expanding and contracting with her movements, transforming a mundane space into a dynamic, expressive landscape. It garnered widespread critical acclaim and demonstrated the potential for commercial work to transcend mere product promotion and become a piece of art in its own right. The "Shape of Dreams" ad for On follows in this tradition, leveraging advanced visual storytelling to elevate the product and brand message.
Zendaya: A Global Icon Shaping Culture and Commerce
Zendaya Maree Stoermer Coleman, universally known as Zendaya, has emerged as one of the most influential figures in contemporary entertainment and fashion. Her career trajectory, from Disney Channel star to Emmy Award-winning actress for "Euphoria" and blockbuster leading lady in franchises like "Spider-Man" and "Dune," reflects a carefully curated path towards artistic credibility and global superstardom. Beyond her acting prowess, Zendaya is a recognized style icon, consistently pushing boundaries on red carpets and collaborating with high-fashion houses. Her partnership with stylist Law Roach has been instrumental in crafting her distinctive image, transforming her into a fashion muse whose sartorial choices frequently dominate headlines and set trends.
Zendaya’s appeal extends beyond her talent and style; she embodies a sense of authenticity, empowerment, and relatability that resonates deeply with diverse audiences worldwide. This unique blend of artistic integrity and commercial viability makes her an exceptionally valuable brand ambassador. Her previous collaborations with luxury brands such as Bulgari, Lancôme, and Valentino have consistently demonstrated her ability to elevate brand perception and drive engagement. For On, her involvement brings not only unparalleled visibility but also a powerful association with modern elegance, youthful dynamism, and aspirational lifestyle. The "Dream Lab" collection, co-designed by Zendaya and Law Roach, is a testament to her creative input and influence, moving beyond a mere endorsement to a genuine collaboration that shapes the product itself. This deeper level of involvement reinforces her status as a cultural innovator, not just a celebrity face.
On: From Niche Performance to Global Lifestyle Brand
On, founded in 2010 in Zürich, Switzerland, by former professional athlete Olivier Bernhard and his friends David Allemann and Caspar Coppetti, initially carved out a niche in the running shoe market with its distinctive CloudTec® cushioning technology. The brand’s focus on innovative design, performance engineering, and a minimalist aesthetic quickly garnered a loyal following among serious runners. Over the past decade, On has experienced explosive growth, expanding its product line to include apparel and accessories, and transitioning from a specialized performance brand to a formidable player in the broader lifestyle sportswear segment.
A key aspect of On’s growth strategy has been its emphasis on design and innovation, often positioning itself as a premium alternative to established giants. The brand has also been astute in its marketing, leveraging grassroots athletic communities while increasingly embracing high-profile partnerships. The collaboration with tennis legend Roger Federer, who became an investor and co-designer of the Roger collection, marked a significant step in elevating On’s global profile and bridging the gap between elite performance and everyday style.
The "Shape of Dreams" campaign featuring Zendaya and directed by Spike Jonze represents a bold new chapter for On, signaling its ambition to capture an even wider audience. By aligning with two such potent cultural figures, On is clearly aiming to solidify its position not just as a leader in athletic innovation, but as a lifestyle brand synonymous with cutting-edge design, artistic expression, and contemporary cool. The "Dream Lab" collection itself, described as a fusion of performance and style, directly addresses this expanded market focus, catering to consumers who seek both functional excellence and fashion-forward aesthetics in their activewear.
The "Shape of Dreams" Campaign: A Fusion of Art and Commerce
The "Shape of Dreams" advertisement immediately distinguishes itself through its artistic direction, a hallmark of Spike Jonze’s commercial work. The campaign’s narrative, albeit brief, is designed to be evocative rather than overtly didactic. It features Zendaya attempting to dress herself in a surreal environment, where the clothing seems to take on a life of its own, responding to her movements and desires. This playful and quirky approach is characteristic of Jonze’s style, which often uses fantastical elements to explore deeper human experiences. The emphasis on dance and fluid motion transforms the act of wearing clothes into an expressive performance, highlighting the comfort, flexibility, and aesthetic appeal of the On collection.
The campaign’s tagline, "Welcome to Zendaya’s Dream Lab," sets the tone for an experience that blurs the lines between reality and imagination. The concept of a "Dream Lab" suggests a space of creative experimentation and innovation, perfectly encapsulating the collaborative spirit behind the collection. As stated by On’s representatives, "Zendaya’s creative spirit is felt in every detail – shaping how performance & style come together. Premium design is embedded in our DNA, and this launch reflects the culture of curiosity and collaboration that continues to shape our work." This statement underscores the brand’s commitment to authentic partnership and the belief that design innovation arises from a blend of technical expertise and artistic vision.
Broader Implications: The Evolving Landscape of Advertising
The "Shape of Dreams" campaign is more than just an advertisement; it is a significant cultural artifact that reflects several key trends in the contemporary advertising landscape.
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The Auteur Director in Advertising: The continued involvement of high-caliber film directors like Spike Jonze in commercial projects highlights the blurring lines between art and commerce. For brands, securing an auteur’s vision lends prestige and ensures a unique, memorable campaign that often transcends typical advertising tropes. For directors, it offers creative freedom, financial resources, and a platform for experimentation outside the often arduous process of feature film production. This trend elevates commercial work from mere persuasion to genuine storytelling and artistic expression.
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The Power of Celebrity Co-Creation: Zendaya’s role as a co-designer, rather than just an endorser, signifies a deeper level of engagement between celebrities and brands. This model leverages the celebrity’s personal brand, aesthetic sensibilities, and influence to genuinely shape product offerings. It fosters a sense of authenticity that resonates with consumers who are increasingly wary of superficial endorsements, creating a more compelling and believable narrative around the product.
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Strategic Brand Positioning: For On, this campaign is a clear signal of its ambition to compete with global lifestyle brands beyond its performance running roots. By aligning with Zendaya, a fashion and entertainment icon, and Spike Jonze, a cinematic visionary, On positions itself at the intersection of innovation, style, and culture. It communicates a brand identity that is sophisticated, artistic, and forward-thinking, appealing to a demographic that values aesthetic excellence as much as functional performance.
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The Rise of Experiential Marketing: The "Dream Lab" concept and the surreal nature of the ad lean into experiential marketing, inviting consumers into a world rather than just presenting a product. This approach aims to create an emotional connection and a memorable brand experience, fostering deeper loyalty and engagement. The campaign’s presence on platforms like YouTube, with dedicated landing pages for the collection, further facilitates this immersive experience.
Inferred Industry Reactions and Future Outlook
Industry analysts are likely to view the "Shape of Dreams" campaign as a masterclass in strategic branding and creative execution. Marketing experts might commend On for its astute choice of collaborators, recognizing the immense cultural capital that Zendaya and Spike Jonze bring to the table. The campaign’s artistic merit is expected to earn it considerable attention and praise, potentially leading to awards within the advertising industry.
From Zendaya’s perspective, this collaboration further solidifies her status as a multifaceted creative force, capable of influencing not just fashion trends but also product design and brand narratives. For Spike Jonze, it reinforces his position as one of the most versatile and inventive directors working today, capable of injecting artistic depth and originality into any project, regardless of its commercial objective.
The success of the "Shape of Dreams" campaign will likely be measured not only in sales figures for the Dream Lab collection but also in its impact on On’s brand equity and market perception. If it effectively broadens On’s appeal and strengthens its identity as a lifestyle brand, it could pave the way for similar high-profile artistic collaborations in the future, further blurring the lines between sportswear, high fashion, and cinematic art. The campaign serves as a compelling reminder that in an increasingly crowded marketplace, creative distinction and authentic storytelling remain paramount for capturing consumer attention and fostering lasting brand loyalty.
