Off Grid is a completely analogue campaign created for On to take Gen Z runners away from performance-tracking technology and into nature. A goal 80% of Gen Z runners want to achieve. It conceptualises On's 'distraction-free' apparel, focusing on having no distractions whilst running.
Art Direction • Photography • Garment Design • Print Design
Garment Design • Product Strategy
The Campaign
We placed interactive billboards around every major city with an On store, allowing viewers to place their phone on a pad which would trigger speakers and scenting systems to mimc the sound and smell of nature. Plantable invitations to our 'Tune-Out Tuesday' run clubs were placed underneath, inviting users to a tech-free nature lead run club, hosted by a local influencer.
We placed interactive billboards around every major city with an On store, allowing viewers to place their phone on a pad which would trigger speakers and scenting systems to mimc the sound and smell of nature. Plantable invitations to our 'Tune-Out Tuesday' run clubs were placed underneath, inviting users to a tech-free nature lead run club, hosted by a local influencer.
The Visual System
Drawing inspiration from the shapes within nature, such as logs, stones and leaves. Abstract shapes were used to frame every touchpoint. Emphasising how every run is shaped by the nature around us.
Drawing inspiration from the shapes within nature, such as logs, stones and leaves. Abstract shapes were used to frame every touchpoint. Emphasising how every run is shaped by the nature around us.
The On Pocket Tee
The Pocket Tee was designed to perfectly fit an Apple AirTag inside. This meant that users would be able to run
safely on their own, tech-free.
The Pocket Tee was designed to perfectly fit an Apple AirTag inside. This meant that users would be able to run safely on their own, tech-free.
The Pocket Tee was designed to perfectly fit an Apple AirTag inside. This meant that users would be able to run safely on their own, tech-free.
Art Direction, Photography, Garment Design and Print Design for a speculative project for On in collaboration with D&AD. Looking at the effects of performance tracking technology on Gen Z and the positive effects of nature. Conceptualising On's 'Feel Nothing to Feel Everything' with interactive billboards, plantable invitations, distraction free runs and custom garments. Taking the user through the entire journey, from entry all the way to extension.
Art Direction, Photography, Garment Design and Print Design for a speculative project for On in collaboration with D&AD. Looking at the effects of performance tracking technology on Gen Z and the positive effects of nature. Conceptualising On's 'Feel Nothing to Feel Everything' with interactive billboards, plantable invitations, distraction free runs and custom garments. Taking the user through the entire journey, from entry all the way to extension.
Zini
Zini