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Hoka
Director's Cut
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.
Mach X
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
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.
Mach X —
Design Development
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 —
Design Development
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.
Credits
Creative Direction
Nidia Dias + Miguel Rato
Design & Animation
Nahele C. + Dennis Tiege
Look Dev Support
Martin Gunnarsson
Sound Design
Echoic Audio
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