Key Takeaways:
- Zendaya fronts On’s Spring/Summer 2025 collection in a playful sci-fi movie trailer that replaces traditional ads with immersive storytelling.
- "Zone Dreamers" uses fashion, humor, and fantasy to introduce the new Cloudzone sneaker and movement-focused apparel.
- Directed by Nadia Lee Cohen and styled by Law Roach, the campaign showcases On’s move toward entertaining and culturally resonant brand content.
Zendaya is making futuristic fashion feel suddenly now.
The Emmy Award-winning actress is the face of On’s Spring/Summer 2025 campaign, starring in a fictional sci-fi movie trailer designed to unveil the Swiss brand’s latest footwear and apparel.
“Zone Dreamers” is a high-concept short directed by Nadia Lee Cohen of Academy Films and styled by Hollywood image architect Law Roach.
“Teaming up with Nadia for the first time brought such a unique energy to the set, and collaborating with Law — as always — made the experience even more special,” Zendaya said in a statement.
“This campaign is about courage, friendship, and the kind of trust that gives you the freedom to step outside your comfort zone and try something new,” she added.
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With so many sneaker drops happening all the time, it’s getting harder for brands to break through. On took a different route — launching its new collection with Zendaya through Zone Dreamers, a playful sci-fi short that swaps traditional product drops for cinematic world-building.
The campaign blends storytelling, star power, and a bit of movie magic to make the launch something people actually want to watch and share. Though surreal and fictional, the trailer sets the tone for a real product lineup that’s already available to shop.
It features fantasy aesthetics and futuristic sportswear to introduce the new Cloudzone sneaker and a fresh Movement Lifestyle collection.
Zendaya plays a clumsy astronaut seeking to boost her self-confidence while training with her crew to become masters of space living.
““With 'Zone Dreamers', we built a world that feels surreal yet deeply human — where movement becomes a metaphor for confidence, connection, and creative possibility,” On CMO Alex Griffin added.
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The Cloudzone is a light unisex shoe, weighing only 227 grams, boasts superior comfort and control through the brand’s proprietary CloudTec.
The shoe features ultra-cushioned layering, a breathable woven upper, and a responsive Speedboard for added stability.
With a sleek low-profile silhouette, minimalist tones, and a grippy rubber outsole, it’s designed for wearers to be able to move effortlessly.
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The campaign marks a shift in brand storytelling — from static lookbooks to more immersive narratives.
By creating a fake blockbuster movie instead of a conventional commercial, On is positioning itself to engage consumers across different dimensions of culture, emotion, and design.
It’s a strategic move to deepen brand affinity and capture attention in a highly saturated market.
Brands aren’t just selling products now — they’re producing memorable moments.
A Hilarious Take on Sci-Fi Fashion
“Zone Dreamers” opens with Zendaya psyching herself out. “You can do anything. You can be anyone.”
Her crew of three suddenly pops up, asking her if she’s ready to to “put the ‘work’ in workout.”
She suddenly transforms into a human hybrid with short hair and pointy ears, while her crew becomes space astronauts.
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After a dramatic countdown, the scene shifts to scenes of clumsy and out-of-this-world training that lead to comical mishaps.
“In all space and time, where every eventuality lies just out of reach.
One crew unites on a journey that will push their limits and realize their wildest dreams,” the narrator says, movie-trailer style.
We then see the “Dune” star and her team stepping foot on another planet and eating pizza at a space joint.
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The trailer ends with an alien in a tuxedo eating tons of pizzas saying, “To be continued,” getting the audience excited for the next content drops.
Turning a campaign into a playful sci-fi film trailer enables On not just to sell sneakers but to build an entirely new and entertaining world people actually want to step into.
On inked a multi-year partnership with Zendaya as its brand ambassador, so we can expect more from this partnership in the future.
This campaign reflects a shift in how brands are approaching product launches. With Zendaya fronting a narrative-led rollout, Zone Dreamers blurs the line between content and commerce. And for marketers, it sheds light on the growing demand for less static visuals and more engaging, entertaining formats.
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