Audrey Ellis Fox of LOS YORK FILMS has directed a captivating new campaign for Switzerland based On promoting its SS24 apparel collection. The innovative and highly visual campaign follows a diverse group of athletes as they train wearing the latest On apparel for Spring 2024. A series of workouts are elegantly stitched together with inventive transitions that create a single-shot effect despite the scenes taking place in multiple locations. The goal was to convey how the new collection of apparel feels against skin — its lightness, breathability, and comfort, and the feeling of freedom when in the zone while training hard.
“The On SS24 campaign unites athletes across various sports communities through breath, movement, feeling, and On’s apparel collection,” said Ellis Fox. “Leaning into playful camera transitions and authentic moments that capture the euphoric joy of working out, we sought to emphasize the ever present flow state that connects us all.”
Ellis Fox is a narrative and commercial filmmaker known for crafting inventive and highly evocative worlds with engaging characters, dynamic set design and surreal camera techniques. She has written, directed and produced for clients such as Amazon, Epic Records, Sony, Vogue/Conde Nast, Lululemon, The CW, and many more. Ellis Fox is also a celebrated music video director, nominated for an MTV VMA for her directing work for Avril Lavigne, Travis Barker, and Blackbear in 2022.
The On campaign includes a :30 hero spot, two :15 cutdowns and several key product films. LOS YORK STUDIO, which provides brands with end-to-end creative and production capabilities from live-action to post-production, assisted Ellis Fox in the On campaign with editorial and finishing support.
Credits:
LOS YORK:
Founder/ Chief Catalyst/ Director: Seth Epstein
Director: Audrey Ellis Fox
CFO: Melissa Redondo
Managing Director: Melina Osornio-Andrade
Head of Production: Earl McDaniel
Senior Producer: Shawn Kelley
VFX Supervisor: Ergin Kuke
Editor: Emma Blackman
Line Producer: Arnaud Zimmermann
Associate Producer: Laura Garcia Lopez
Colorist: Strack Azar
Music/Mix: Glue Factory Music
VFX Flame Artist: Federico Saccone
Assistant Editor: Chip Sneed
System Engineer: Rod Thomas
Resource Manager: Heather Wharton
ON-RUNNING:
Creative Producer: Rylan Cutting
Global Campaign Manager: Pauline Teranrawisch
Art Director: Davy Renaud
Art Director: Jiani Gomes
Studio Production Coordinator: Josh Harrison
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