On x Lisbon Campaign

AI-generated visuals, crafted into a campaign film.

Overview

MadeA spec short film for On's first flagship store in Lisbon, made with AI-generated video.
NeedPeople tune out sustainability ads that lecture. On needed to talk about recycled material in a way that feels local and doesn't preach.
ValueAI-generated footage, edited into a finished film that reads as resilience, not guilt. I co-led both the generation and the edit.

On is opening its first flagship store in Lisbon, a key step in growing in Europe. The visuals had to feel true to On's clean, innovation-led brand and still come from Lisbon's culture, architecture and everyday rhythm. And people are numb to preachy sustainability ads.

The concept is "Lisboa não recicla. Transforma." The 1755 earthquake leveled the city, and Lisbon rebuilt itself from the rubble. On does the same with discarded material.

The look borrows from Bordalo II, the Portuguese artist who turns trash into murals: beauty made from what we throw away.

Art direction with Alex Manrique and Christiana Uzonwanne. Alex and I made the AI visuals and edited the film.

Art direction: Yutong Hu, Alex Manrique, Christiana Uzonwanne
Gen AI & video editing: Yutong Hu, Alex Manrique
Graphic design: Alex Manrique

Flora, Claude, Figma, Higgsfield

The narrative ties to Lisbon’s own history of collapse and rebirth: the 1755 earthquake that leveled the city, and the resilience that rebuilt it from rubble. That same tension, ruin and reconstruction, becomes the throughline: just as Lisbon rose from ruins, On transforms discarded material into something built to move forward.

Inspired by Bordalo II, the Portuguese artivist who turns trash into murals confronting waste, this concept reimagines On’s use of recycled materials through the same lens: beauty forged from what we throw away.