SHAPE OF DREAMS WINS GOLD AT CANNES LOONS

The 2026 Cannes Lions International Festival of Creativity awarded a Gold Lion in Film Craft to Shape of Dreams, a campaign for Swiss sportswear brand On. Directed by Spike Jonze, the work showcased the brand’s collaboration with Zendaya, transforming design into a cinematic narrative that celebrated artistry over conventional promotion.  

At the heart of the campaign was “The Dream Lab,” a conceptual space where creativity and collaboration were brought to life. Outfits that stretched and shrank, silhouettes that shifted, and visual cues that mirrored the playfulness of design were all carefully crafted to embody the spirit of innovation. Every decision was made to highlight the meticulous artistry behind the collection, ensuring the campaign resonated with a design-conscious and culturally attuned audience.  

Jonze’s direction elevated the project beyond a standard brand film, positioning it as a cultural statement about the role of craft in contemporary creativity. By centring the narrative on the collaborative process between On and Zendaya, the film underscored how design can be both functional and poetic, merging engineering precision with artistic imagination.  

The recognition at Cannes Lions reinforced On’s commitment to craft as its defining differentiator. Rooted in Swiss engineering, the brand has consistently sought to distinguish itself through innovation and design integrity. Shape of Dreams exemplified this ethos, presenting a campaign that was less about selling products and more about celebrating the artistry of creation.  

For the festival, the win highlighted the enduring importance of craft in advertising. In an era where digital formats and promotional strategies often dominate, Shape of Dreams reminded the industry that audiences remain deeply engaged by work that values creativity, collaboration, and cultural resonance.