On Running x The Face — Tokyo

Concept, art direction

On had been in Japan for 7 years, but was struggling to build brand loyalty and cut through in the market. Collaborating with The Face magazine, we used our unique lenses of style and grass roots knowledge to identify talents within Japan to showcase the product in a way that resonated with the market.

They were then tasked to style themselves in their favourite On pieces and explore the metropolis on foot to give us a snaphot of their favourite places. We provided them direction and instruction, and they produced us content for Tiktok and Instagram. This was posted on their own channels, furthering the campaign reach, but also across The Face’s, all brought together in an editorial piece on the magazine’s digital platform.