In her latest film for On, Zendaya swaps the red carpet for a rooftop showdown worthy of a kung fu classic. The Swiss sportswear brand uses it to unveil the second collection co-created with the actress and designed by Law Roach. Chased through a dreamlike city by an ever-growing gang of athletic women, she fights her way through choreographed sequences in a python-print outfit from the new line, before escaping with a leap from a rooftop.

Directed by the Argentinian trio Pantera through SMUGGLER, the film blends fashion sensibility with the codes of action blockbusters and cult kung fu cinema. The product is never pushed to the foreground. It is worn, stretched and tested in every move, which makes the case for technical fabrics better than any product shot. The campaign continues in store with immersive pop-ups in On’s flagships in Los Angeles, Paris, Tokyo and Chengdu.

After a sci-fi trailer by Nadia Lee Cohen and a stop-motion film by Spike Jonze, each chapter of the partnership borrows a different film genre, building something closer to a filmography than an ambassador contract. In a category crowded with celebrity faces, On shows that a partnership gains value when it becomes a creative universe, with movement as the common thread.