GHOSTMODE

An integrated 360° campaign and app for On, empowering Gen Z athletes to "go ghost" and transform.

Project Details

Client /

Direction /

Credits /

Main Software /

Figma

AI /

No AI Used

Context /

Academic work

When /

2025

Overview

An integrated 360° ad campaign for On, designed to position the Swiss-engineered brand as the premier choice for a high-income Gen Z demographic. The centerpiece is "GhostMode," a performance-tracking ecosystem and digital detox challenge that encourages athletes to "go ghost" for 90 days to focus on holistic mental and physical transformation.

Insight

Gen Z fitness enthusiasts crave gear that aligns with a deeper mindset of personal transformation rather than just performance metrics. They value the concept of "going ghost", as a powerful tool to "level up" and prioritize mental and physical excellence without the distractions of digital performativity.

Challenges

The primary challenge was to evolve On’s perception from a technical running brand into an aspirational lifestyle identity for younger athletes. We needed to create a high-utility digital product that felt "premium" enough to justify brand loyalty while providing enough comprehensive features, from AI coaching to mental wellness tools, to sustain long-term user engagement.

My Solution

I designed the GhostMode app, an all-in-one performance hub featuring sport-specific workout plans, AI coaching, calorie tracking, and mental wellness resources like breathing sessions and journaling. The campaign's visual language uses a minimalist, high-contrast aesthetic "Go Ghost, For You." deployed across gym-specific print ads, motion billboards, and targeted social media to inspire a total mindset shift.

Takeaway

This project allowed me to bridge the gap between UI/UX product design and high-level brand strategy. It demonstrated how a premium brand can cultivate deep community loyalty by offering actual utility and a structured challenge that resonates with modern cultural movements like the "digital detox."