Responding to the D&AD brief for Swiss performance brand On, I explored how to connect their message “Feel Nothing. To Feel Everything.” with a younger Gen Z audience. My research focused on how Swiss Engineering could be communicated in a way that felt emotional, competitive, and community-driven, rather than purely technical.

Challenging the brief slightly, I reframed “Feel Everything” as the emotional and competitive drive Gen Z feels when they move — not just physical sensation. From this, I designed a concept app that tracks how far users walk or run over a month, contributing their distance to a regional scoreboard. The idea was to foster pride and competition between regions across the UK, building brand loyalty through shared goals and active engagement.

The campaign concept came to life through app UI design, social activation mock-ups, and promotional visuals, emphasising the collective spirit and emotion behind movement, all while spotlighting On’s lightweight, performance-first apparel.