On: After Dark Self Devised - Final Year Project
To create an innovative fashion communication outcome that addresses a self-identified problem or opportunity, backed by a marketing communications plan and real-world relevance.
The Opportunity:
Women aged 20–30 are increasingly seeking more than performance from their running journeys. They want confidence, community, and a sense of self-expression. While ON is celebrated for its footwear innovation, its apparel hasn’t yet carved out a meaningful emotional connection with its audience.
The Concept:
ON: After explores how we can inspire women to feel empowered through running, fashion, and community. Inspired by the idea that ‘run clubs are the new nightclubs, ON: After Dark transforms the energy of a Friday night into a bold, social running experience - redefining ON apparel in a fresh and exciting way.
Set in London, this experiential campaign was designed to give ON apparel cultural relevance and visibility within the Gen Z and Millennial mindset, where fashion, wellness, and community intersect.
The Shoot
To bring the concept to life visually, I collaborated with a photographer to shoot ON apparel along Nottingham’s canal, mirroring the event’s urban/nature setting. The imagery women in motion and reinforcing the brand’s aspirational appeal. These visuals formed the foundation of the campaign’s social and digital presence, bridging art direction, styling, and storytelling.
KEY SKILLS LEARNT FROM PROJECT
Creative Concept Development – Translating brand challenges and audience insight into an innovative, experience-led campaign.
Art Direction – Leading the visual styling and campaign shoot to express a bold, lifestyle-driven brand identity.
Experiential Design – Designing a multi-sensory activation that merged sport, fashion, music, and tech.
Digital Innovation – Using AI try-on technology to enhance consumer interaction and bridge physical and digital touch points.
Event Concept & Curation – Creating a reimagined nightlife-inspired running event that offered cultural relevance and community connection.