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.
CGI / Animation
Nidia Dias + Miguel Rato
Design & Animation
Nahele C. + Dennis Tiege
Look Dev Support
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.
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.