HOKA Fly Human Fly Campaign

2023 | Clio Gold Winner Film Craft

2023| Eurobest Shortlist Film Craft

Hoka is the world’s fastest growing performance shoe company famous for its iconic maximalist styles and colors, but while their product game was on point, the brand itself was lacking and so we were brought on to help them with a 360 global relaunch bringing a comprehensive approach to films, photography, social, visual identity and brand and product toolkits.

We positioned the brand at the intersection of joy and performance, and gave their line ‘Fly Human, Fly’ meaning, relaunching the brand with an iconic anthem that elevated this idea, and galvanized the entire Hoka community through a flock of diverse runners, walkers, hikers and more as they ran through the sky all set to “Big Bird” by Eddie Floyd.

We carried this ethos through the launch of two of Hoka’s flagship products, with 360 campaigns for the highly anticipated Mach X and The Anacapa 2 Mid GTX.

The Murmuration

Our big global launch film featuring Jan Frodeno Olympic gold medalist and x2 Ironman champion and Olympic long distance runner Adelle Tracey.

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fly human fly photoshoot

2023 | Clio Silver Winner Film Craft Direction

BRAND PHOTOGRAPHY

Jake Stangel | Styling by Charlotte Patterson| Retouching by Epilogue

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MACH X “RUN LIKE RACE DAY ALL DAY”

2023| Clio Film Craft Cinematography Shortlist

Hoka’s newest tempo trainers, the Mach X, are so fast no one can keep up, not even the camera.

MACH X PHOTOSHOOT

Jake Stangel | Styling by Charlotte Patterson| Retouching by Epilogue

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anacapa 2.0 MID GTX “Fun by Nature”

Hoka’s lightweight, weatherproof hiker designed so you can have fun in nature, whatever nature may have in store. Directed by Autumn de Wilde and choreographed by the amazing Ryan Heffington.

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ANACAPA PHOTOGRAPHY

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Role: Creative Director

Anomaly LA : Jeremy Wirth (GCD), Turan Tuluy (CD) Federico Munichor (ACD), Joaco Lynch (ACD), Hanah Tutera (Senior AD), Shelby Guller (Senior CW), Brenda Band (Senior CW), Chuck Barbieri (Senior AD), Cameron Ford (Producer), Laura Richey (Producer), Tien Dang (Producer), Olivia Edgren ( Executive Producer)

Director: Ian Pons Jewell and Leigh Powis @ProdCo | Autumn de Wilde @annymous content | Choreographed by Ryan Heffington

Production Partners: Mathematics (VFX), Steelhead (Retouching), Epilogue (Retouching), Traffik, The Den Editorial

Photographer: Jake Stangel + Kyle Johnson