We developed a narrative that linked the Cloudtilt’s launch to Mary Ghenei’s personal journey — a story of passion, resilience, and breaking barriers in a male-dominated industry.
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ON Running Cloudtilt
For the launch of the ON Cloudtilt, we collaborated with Mary Ghenei, a Rome-based electronic music DJ, to tell a story that went beyond the product itself.
The challenge was to connect the Cloudtilt’s philosophy of freedom and authenticity with a voice capable of inspiring a new generation — blending brand values with personal storytelling.
Produced a full video interview and supporting media assets, capturing Mary’s words and energy in a format optimized for ON’s channels.
Selected and activated Mary Ghenei as the face of this launch moment, aligning her personal values with ON’s brand philosophy of freedom of expression.
Distributed the content across SUEDE’s and Mary’s digital platforms, using short-form edits and key quotes to spark engagement and inspire conversation.
The campaign positioned ON Cloudtilt not just as a product, but as a statement about authenticity and self-expression.
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Video content reached thousands of views across ON’s social channels.
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The collaboration generated high engagement, with Mary’s community resonating strongly with the message “Music has no gender, only passion.”
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Strengthened ON’s image as a brand that champions diversity, inclusivity, and cultural relevanc