"Keep Moving"

26 June 2026

45s

Cyclon alert.

Sustainability is serious business, but there are ways to make it fun, you know? Take what director Ariel Fisher and choreographer Matt McCreary have come up with for On, the Swiss shoe and sportswear company that likes its products to do the rounds, if you will.

To promote its circular service programme, Cyclon (not to be confused with the Cylons from 'Battlestar Galactica'), Fisher and McCreary take viewers on a tour of the neighbourhood. As soon as the protagonist—also played by McCreary—slumps to the floor and slides down the stairs like a ragdoll, however, it's clear that he moves in his own way.

Almost everyone he steps, slides, or sidles up to gets a piece of On-wear he no longer wants, but still has plenty of use. McCreary makes it look effortless, while the jazzy, off-the-cuff soundtrack suits the progressive vibe. This is how the brand says "get a move on", with a clear aim to get more clothes off the bench and on to new bodies.

UK

Sportswear