For the launch of On's first ever sports bras, we wanted to create a campaign that celebrates freedom of movement. Designed by a female-led team at On, the new collection seamlessly and flexibly fits into diverse bodies, empowering women to focus on their movements, not on discomfort. Collaborating with the playful and energetic style of photographer Wendy Huynh, we captured the women’s relationship with the products in motion, and a custom wordmark complimented the never ending movement of the women in our campaign. “Get into it.”