Sports Brand On Keeps Athletes Moving in SS24 Collection Campaign

Audrey Ellis Fox of LOS YORK FILMS has directed a captivating new campaign for Switzerland based On promoting its SS24 apparel collection. The innovative and highly visual campaign follows a diverse group of athletes as they train wearing the latest On apparel for Spring 2024. A series of workouts are elegantly stitched together with inventive transitions that create a single-shot effect despite the scenes taking place in multiple locations. The goal was to convey how the new collection of apparel feels against skin - its lightness, breathability, and comfort, and the feeling of freedom when in the zone while training hard.  

“The On SS24 campaign unites athletes across various sports communities through breath, movement, feeling, and On’s apparel collection,” said Audrey. “Leaning into playful camera transitions and authentic moments that capture the euphoric joy of working out, we sought to emphasise the ever present flow state that connects us all.”

Audrey is a narrative and commercial filmmaker known for crafting inventive and highly evocative worlds with engaging characters, dynamic set design and surreal camera techniques. She has written, directed and produced for clients such as Amazon, Epic Records, Sony, Vogue/Conde Nast, Lululemon, The CW, and many more. Audrey is also a celebrated music video director, nominated for an MTV VMA for her directing work for Avril Lavigne, Travis Barker, and Blackbear in 2022. 

The On campaign includes a :30 hero spot, two :15 cutdowns and several key product films. LOS YORK STUDIO, which provides brands with end-to-end creative and production capabilities from live-action to post-production, assisted Audrey in the On campaign with editorial and finishing support.