LA X NYC
Mindy benner
Hoka shoes were loved by a community of passionate insiders, but the brand lacked broader emotional resonance. We created white space in the category by tapping into the values of the Hoka Community who believed that joy could be found in performance running, embracing the values of freedom, inclusion and self expression in direct opposition to a try hard category that was defined by blood, sweat and tears.
We re-launched the ‘Fly Human Fly’ global brand platform with a powerful new brand anthem, a new visual identity, social and 2x new product campaigns (Mach X, Anacapa).
We launched our global brand anthem The Murmuration — a surrealist film set to Eddie Floyd’s “Big Bird,” featuring Jan Frodeno Olympic gold medalist and x2 Ironman champion and Olympic long distance runner Adelle Tracey running along side a flock of runners, hikers, and the Hoka community at large, all with one aim to redefine what performance running looked like:
joyful, diverse, and human.
→ Clio Gold Winner (Film Craft)
→ Eurobest Shortlist (Film Craft)
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Too fast to follow.
For the launch of HOKA’s high-speed tempo trainer, the Mach X, we created a film that couldn't keep up — literally. The camera chased in vain. The runner flew. The edit flexed.
→ Clio Shortlist (Film Craft Cinematography)
Performance meets play.
We invited hikers to dance through the elements in a film directed by Autumn de Wilde and choreographed by Ryan Heffington. Weatherproof never looked so joyful.
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 @Anonymous Content | Choreographed by Ryan Heffington. Production Partners: Mathematics (VFX), Steelhead (Retouching), Epilogue (Retouching), Traffik, The Den Editorial. Photographer: Jake Stangel + Kyle Johnson. Stylist: Charlott Patterson
