Spike Jonze and Zendaya Turn A Commercial Into Surrealist Art

It’s been 13 years since Her pretty much predicted our AI future, and we still don’t have another movie from Spike Jonze.

But we are getting some crazy commercials, so at least the filmmaker continues to inspire us that way.

His latest project, Shape of Dreams, a short film for the Swiss sportswear brand On, is no exception. It stars the amazingly talented Zendaya, and the film is an abstract, rhythmic journey into the nature of movement, apparel design, and the “shape” of our goals.

For filmmakers, this three-minute piece is a masterclass in how to use surrealist visual language and practical effects to elevate a commercial concept into high art.

Let’s dive in.

A Surreal Vision for a New Collection

Man, I love seeing Spike Jonze cook. He just completely thinks outside the box, and the way he commits to doing things practically should be an inspiration to use all.

This is a commercial for Zendaya’s debut co-designed collection with On, which was developed alongside her long-time stylist, Law Roach.

It could have been a boring campaign, and instead, we got so much inspiration.

The Visual Language of Spike Jonze

The film is set in a minimalist, all-white “void” that feels both industrial and dreamlike.

This strips away all distractions, forcing the viewer to focus entirely on Zendaya’s movement and the surreal physical objects that enter the frame.

And I have to admit, it was impossible for me to look away. Everything seemed so cool, and I was just trying to figure out how they got so many of these shots.

I think this is a mix of stop motion and digital, but that’s just me guessing.

Jonze utilizes several signature techniques that define his body of work:

• Scale Distortion: One of the most striking elements is the use of forced perspective and oversized props. We see a giant hand enter the frame to adjust Zendaya’s posture or hand her a massive pencil. This creates a playful, meta-commentary on the “drawing” and “shaping” of an athlete’s journey.
• Choreographed Surrealism: Rather than traditional dance, the movement is a mix of athletic exertion and abstract geometry. Groups of performers move in synchronized patterns that pop on screen.
• Practical Transitions: Notice how the transitions between scenes aren’t digital wipes. Instead, they are physical. Performers carry large white panels or mirrors into the frame, literally reshaping the environment in real-time.

‘Shape of Dreams’Credit: On | YouTube

Sound Design as the Driving Force

The music and sound design are integral to the film’s pacing and to the cutting. The soundtrack starts as a series of disjointed, percussive beats and evolves into a more melodic, driving rhythm.

This auditory progression mirrors Zendaya’s journey from stillness to full-speed movement.

Summing It All Up

Man, what can we do to get a Spike Jonze movie? I guess nothing, but seeing his genius at work for three minutes is not enough.

Shape of Dreams is a reminder that commercial work doesn’t have to be literal.

By leaning into the abstract, Spike Jonze and On have created a piece that feels less like an ad and more like a short film about the creative process itself.

And they made something that will be endlessly shared.

Let me know what you think in the comments.