Steelworks 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.

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.

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.

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.

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.