A stunning film series from Swiss sport apparel and running brand On focusses on the power of pause – the moments between training and workouts – and how even when athlete are taking a break they are recovering, refuelling, rebuilding.
Led by an anthemic, introductory spot, the film series visually captures the ‘pause’ element of athletes’ processes and training across three different countries to promote how On’s ‘Essentials’ range helps ‘fuel up on new energy’.
The campaign seeks to drive home the message that On’s apparel is designed for ‘lightness, comfort, versatility and performance before, after and in-between the action’ (and for ‘home officing’ too).
Launched at a time when, according to On, training plans, strength exercises and warm-up competitions are firmly in right now with all eyes are on this autumn’s coming running events’, this campaign asks ‘what about the breaks: the days off, and the times before and after training?’
Helmed in-person and remotely by PRETTYBIRD Director Jess Kohl, the campaign features a trio of athlete ambassadors in three different parts of the world: Chloe Abbott in Kentucky (USA), Stephen Adjaidoo in London (UK) and Josh Amberger in Brisbane (Australia).
“We slow down so we can react faster. When we commit to rest, we commit to performance,” says the voiceover of US athletics star Abbott.
‘The Power Of Pause’ hero anthem was posted across the brand’s own social and digital platforms from 19 August and Episode 1 dropped the same day.
The On marketing team worked with PRETTYBIRD on the casting and creative conception of the campaign.
“We wanted the campaigns direction to reflect this – from the pace of the edit, to the cameras movement, to the sparse soundtrack,” explained Director Kohl. “We shot Chloe and Josh remotely, putting together talented teams across the different locations that allowed us to achieve our vision. DP’s Andrew Commis in Australia, Allison Anderson in Kentucky, and Joel Honeywell in the UK bought their unique skills to the campaign, and by sharing consistent references and keeping continuity in conversations about the visual language of the campaign, we were able to create a unified and elevated approach.”
As well as Kohl, the team at production company PRETTYBIRD UK working on the project included Executive Producer Juliette Larthe, Producer Benji Landman, Creative Lead David Kauder, Art Director Davy Renaud, Studio Producer Anna White and Editor Gaia Borretti, with teams working in London, Kentucky and Brisbane.
The edit house was The Assembly Rooms with Edit Producer Josh Gochez, Edit Assistant Andre Rodrigues and Colourist Tim Smith. The post house was Cheat with post producer Nicki Coombes.
Comment:
The vast majority of sports campaigns focus on the action and on the act of pushing oneself to the limits, so this approach turns the usual approach on its head in order to offer a fresh perspective and to cut through the global sports marketing creative clutter.
This initiative follows hot on the heels of two other recent campaigns from On in the form of ‘Untethered’ and its work with Swiss Olympic triathlete Nicola Sprig.
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