Two students borrowed a German verb and turned it into a creative platform. Riley Shafer (AD) and Lakshmi Sinha (CW) used “Schweben” (which means “to float” in German) to express the weightless, nearly-mythical moment runners chase: the runner’s high. This German word became the anchor for a whole spec world built for On. They created a viral campaign, and it feels foreign yet just makes sense. It’s addicting and I wish On would do something like this in real life. Let’s have some more fun with language! Love seeing student work that’s this intentional, this clear, and this rooted in a single, powerful idea. I’m feeling Schweben AF and I’m not even running rn. Props for this campaign. Btw, they made this campaign at Boston University, where they both graduated in May of 2025, under the guidance of Jeff Gould.