Hoka — Director’s Cut
This Summer, Steelworks Studio joined forces with Anomaly to develop a campaign for HOKA. We were asked to create a dynamic campaign to incorporate live talent and product animations, including the infamous Mach X and Anacapa 2.
Client: Hoka. Studio: Steelworks. Role: Creative Director — Co-Director.
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.
Looking back to Earth
The concept behind this was to create a visual journey where we lead the viewers on a path of exploration in this imaginary world. We explored a few different routes within this world as you will see.
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.
Credits
Production Company: Steelworks
Creative Director: Nidia Dias, Miguel Rato
Director: Nidia Dias, Miguel Rato
Design & Animation: Nahele C, Dennis Tiege, Miguel Rato
Look Dev Support: Martin Gunnarsson