On earned one Gold Lion and two Silver Lions at the 2026 Cannes Lions International Festival of Creativity for its 'Shape of Dreams' campaign. The Spike Jonze-directed film, created to introduce the brand's first co-created collection with Zendaya, received a Gold Lion for Direction and Silver Lions for Editing and Use of Original Music.
'Shape of Dreams' transforms the creative process into an imaginative visual world where materials shift and silhouettes evolve, blending performance, design and culture through Jonze's distinctive cinematic style. The recognition builds on On's ongoing partnership with Zendaya, marking another milestone in the brand's move toward entertainment-led storytelling.
On shows how filmmaker-driven campaigns can elevate a product launch into a culturally resonant brand moment that extends well beyond the product itself.
Image Credit: On
What Makes This Trend Stand Out
- Filmmaker-led Brand Storytelling
- Cinematic collaborations with acclaimed directors are turning product launches into entertainment assets that deepen cultural relevance beyond traditional advertising.
- Celebrity Co-creation Campaigns
- Partnerships with high-profile talent are evolving from endorsements into shared design narratives that merge fandom, fashion and brand identity.
- Performance Fashion Worldbuilding
- Immersive visual universes are reframing technical apparel as lifestyle culture, creating space for brands to differentiate through emotion and imagination.
Sectors Adopting This
- Sportswear
- Athletic brands are gaining new creative territory by combining performance innovation with premium storytelling that appeals to both athletes and culture-focused consumers.
- Advertising
- Campaign craft centered on direction, editing and original music is becoming a competitive advantage as branded content competes with entertainment formats.
- Entertainment
- Film-inspired marketing is expanding the role of studios, directors and musicians in commerce by making brand campaigns feel like cultural releases.
