Garment construction demands immense effort, involving not only physical labor but also creativity and resourcefulness. “We create even when we sleep” –  this is exactly what the new On campaign represents to us. A clean white background, bright colors of details, strange shapes – this is how the art is born, and how On’s pieces come to life.

Technological Magic and Willy Wonka Factory

Campaign evokes a complex emotional chord. It resonates with everyone differently. It could be called nostalgic, not due to familiar characters, but because of its recognizable atmosphere. To me, personally, it was incredibly similar to Willy Wonka’s factory with it`s little assistants, who are so different yet so identical. This effect is created by a combination of surreal sets and almost mechanical, synchronous choreography of the models in the frame. The models appear not as individuals, but as components of a unified creative process.

The brand`s “Dream Lab” is not just a one-time set, it has become a central part of On’s visual mythology. They have spent years building a whole cult around their laboratory, conditioning us to the idea that we are not just buying sneakers assembled on a conveyor belt, but “technological magic.” Thus, for customers it should be a place where science meets imagination, and in the new campaign, this pathos is developed to an absolute.

The “Cloudiness” and Retro-Futurism aethetics

Moving away from a sense of magic that runs like a common thread throughout the campaign,On seems to trace the design process back to its very origins, using the effect of visual stylization.

Looking closely, this stylization is an embodiment of pure retro-futurism mixed with minimalistic surrealism. This is also a combination that creates a familiar sense of nostalgia, where everything seems so modern, yet feels like an old scientific fantasy movie we imagined as children. Such a picture does not overload the viewer with the details, it creates a sense of space and highlights “cloudiness” that is embedded in the brand’s DNA.

Design game

The idea of “cloudiness” is also emphasised through the short slogan — “Inside the dream lab, play is a part of the process.” On frames the lightness of the footwear not only in the context of wearing but also in its creation. This extends the idea of ease and weightlessness (“cloudiness”) even to the production stage.

Thus, the advertisement carries the subtext – outfit creation is always a game. A combination of colors, shades, shapes, textures… While dressing out, you don’t overthink, you try, as if playing, until you find the form that satisfies your inner child. In such a way, On throws another hook to the viewer: simply by playing, one can assemble a sophisticated, complete look.

However, diving deeper into these associations, a recurring thought flashed through my mind: these “Oompa-Loompas” also serve to me as a silent personification of the brand’s stylists. I would be brave enough to assume, they act like a quiet reminder: if you hesitate while working on your look, there’s always someone to help. This is how On signals its shift—they’ve moved past marathons and are now becoming a go-to brand for conceptual fashion. This is an important part of the funnel the brand shows that it is ready to help you assemble this puzzle and bring it to a cohesive look right in the store. And despite the fact that the brand representatives did not mention this idea as a cornerstone of the campaign in official press releases, if such associations raise in the audience’s minds, consciously or not, this thought runs like a fine thread through he entire campaign.

Movie and Strategy

The hand of a talented creator is visible to the naked eye in the campaign, as the advertisement is truly highly cinematic and even resembles silent cinema. This is not surprising, as looking at their official press release, it becomes clear why it looks so cinematic – the film was directed by Spike Jonze himself (the one who directed “Her” and a bunch of legendary music videos). The brand directly states – this campaign is their “new chapter” and an attempt to show design as a living, elastic process. They are literally telling us: “Look, creating clothes is not about boring patterns, it’s the shape of a dream.”

The most interesting thing is that if you look at the brand’s past works, a clear strategy emerges:

• The “Dream Together” (Zone Dreamers) campaign was filmed in the same Dream Lab, setting a unified visual universe.
• Even the collaboration with Gru from “Despicable Me,” who met the runners, focuses on the same lightness and play.

Characters and backgrounds that seems very different at the first glance, come together into one single strategy. These ideas make the campaign cohesive and lead every viewer see something resonating with themselves. Swiss brand doesn’t force you to look for a complex meaning, but leads a person to a purchase through play.

All in all, despite these fresh cinematic ideas, On remains deeply rooted in its heritage, combining bold creativity with their grounded core values: the sense of weightlessness, ubiquitous comfort, and a seamless casual style. This consistent narrative keeps the brand’s DNA crystal clear while impressing the audience with innovative storytelling.