This is a short piece for On Cyclon™, our new circularity program, because nothing was made to stand still.
Not even our products.
Featuring Matt Mccreary and Chloe Matthews. No wires, no CGI and definitely no A.I. All done in camera.
Directed by the wonderful Ariel Fisher (@arielfish) with Magna and with the incredible minds of CD Mico Toledo and Copy Caro Soto Samaniego
Do you remember the pleasure of running in the forest and stopping for a few minutes at the first opening just to get the warmth of the sun hitting on your face? It's finally time for that.
A dialogue with dirt.
We went back to the simple pleasure of being outside and building something that moves with the earth. A return to the roots with Co-CEO Olivier Bernhard, taking us on a Swiss trail to start a conversation between runner and ground.
Director: Alfie Whiteman
DOP: Simon Bendroth
1st AC: Nino Ubezio
HMU: Giana Schüpbach
Sound: Dieter Meyer
Editor: Adam Todhunter - AVENUES
Graphic and titles: Carolina Sanches
Production: Joshua Harrison
Creative Director: Mico Toledo
Copy: Carolina Soto Samaniego
Composition: THE HOGAN
Sound Mixing: Even Like This
Grading: Andi Haw Shuan Chu - Electric Theatre Collective
Thanks to the team: Natalie Steiner, Paul Neutzner, Jermaine Campbell , Lisa-Marie Sindelar, Sergi Jansa, Lea Boehner and Olivier Bernhard.
Let's not forget the amazing Alpine Refuge keeper that is not on LinkedIn, Bruno.
To launch the Cloudboom Strike LS, a shoe with a lace-free upper sprayed by a robotic arm in a single, three-minute step, we bypassed the traditional product drop playbook. This was a multimedia blitz combining high-energy film, sharp static assets, and live activations. It’s a manufacturing revolution that ditches the glues, seams, and excess for pure biology-meets-technology performance.
Taking the lab directly to the streets, the campaign hit major global hubs with live "Spray Labs," turning complex engineering into performance art. From Paris to New York and Tokyo, we put the robotics front and center, stripping away the mystery of production. No hiding behind slick edits—just raw innovation on display. It serves as a direct challenge to the industry status quo, proving that the future of running isn't built, it's sprayed.
With @adrianpirlet @wilsonjosh__@byjacqui @supermandang @zsofianemes @simonalmers @theomcinnes @matt.tucker.studio
Weddimonio
Film, Director
[ On Running ]
Personal wedding film self directed, shot and edited.
Captured on Kodak Super 8 50T
Developed at Augustus Colour
Music: Per Te - Andrea Laslo De Simone
Standard activewear is predictable; Current Form 3.0 is a mutation. This collaboration between On’s Swiss engineering and the South Korean design collective Post Archive Faction (PAF) refuses to choose between high-performance tech and radical avant-garde aesthetics. We took the Cloudmonster Hyper—our max-cushion beast—and handed it over to the masters of deconstruction to completely rewrite the runner’s uniform.
The campaign, "Speed Transforms," isn't about smiling joggers on a sunny morning. It is a visual glitch in the system, a dystopian, alien exploration of what happens when biology meets mechanics at high velocity. Through a film directed by Jan Lee (@janleeinfo) and imagery by Kwak Kigon (@kigon_kwak), we visualized speed not as a metric, but as a distorting force that alters the human form. It’s a collision of cultures that proves functionality doesn't have to look safe to work.
