HOKA
This Summer, Steelworks Studio joined forces with Anomaly to develop a campaign for HOKA. With a trending hashtag #FLYHUMANFLY and shoes created for any movement you can think of, we were asked to create a dynamic campaign to incorporate live talent and product animations, including the sought after Mach X and Anacapa 2.
Process
CGI / Animation
Creative Direction
Nidia Dias + Miguel Rato
Design & Animation
Nahele C. + Dennis Tiege
Look Dev Support
Martin Gunnarsson
Music / Sound Design
Echoic Audio
MACH X DIRECTOR'S CUT
As Hoka says, the Mach X is a “pace-pushing trainer built with high-rebound cushioning” in which the catch phrase “Run Like Race All Day” encapsulates what this shoe’s story is all about. With this in mind, we used motion-blur and varying angles of text that would evoke the feeling of fast caught on camera or felt during an actual race.
ANACAPA 2 DIRECTOR'S CUT
The Anacapa 2 “feels like a shoe, wanders like a boot” meaning it’s meant for fun on all terrains. Juxtaposing against the Mach X’s speed approach, we looked to the Anacapa 2 to play with varying terrains such as the rebounding against unstable trails
and sloping of valleys.
#FLYHUMANFLY
Steelworks and Anomaly threaded the campaign together by using bold color schemes and interweaving the ideas of movement throughout each visual to bring the varying facets together.
