Hoka
Hoka's performance footwear campaigns and cinematic brand storytelling across sport and fashion
Featured Hoka projects
This week's top Hoka projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Hoka · One Day I Started to See Birds
The Hoka campaign titled One Day I Started to See Birds follows a young woman as she navigates an urban landscape, transitioning from a convenience store setting to the city streets. The project leans into an atmospheric narrative, utilizing live-action techniques to emphasize the subject's movement and her choice of footwear. Produced by Object & Animal with production service from Xiadani Castanos, the commercial features a distinct cinematic aesthetic. The visuals are defined by cool color grading and quick pacing, focusing on character interactions and close-ups of the product in motion, with post-production and visual effects provided by ETHOS and editing by Church Edit.
Hoka · Brand Identity
This brand identity project for Hoka synthesizes athletic performance with a distinct graphic language. The work leverages motion graphics and live-action footage to communicate technical footwear specifications, such as carbon plate integration, cushioning, and outsole construction. Through a high-contrast palette of orange and black, the visuals bridge the gap between rugged outdoor trail running and studio-based product design. The project incorporates clean grid systems and technical annotations, utilizing VFX to overlay coordinate data and product diagrams directly onto cinematic landscape photography. With graphic design by Los York and photography by Ryan McGinley, the campaign employs varied pacing to transition between expansive mountain environments and detailed close-up product highlights.
Hoka · Manon and Patrick
Hoka’s latest project, Manon and Patrick, highlights the endurance of elite athletes as they traverse challenging mountain trails. The film captures the intensity of trail running through cinematic compositions that emphasize stamina and terrain. The production, brought to life through a collaboration between Stink Studios and Stink Films, leans into a live-action technique to ground the narrative in the outdoor experience. The visual language is defined by shifting natural lighting and the deliberate use of slow motion to document athletic movement. Post-production and sound design, handled by Priory Post and Studio Uno Mas, round out the technical execution of the project.
Hoka · Anacapa 2 GTX
Hoka presents a commercial film highlighting the Anacapa 2 GTX outdoor footwear line. The project features a narrative journey through rugged coastal landscapes and dense forest trails, focusing on the performance of the apparel in various environments. Developed with creative direction from Anomaly NY, the film utilizes natural light and desaturated color grading to evoke an atmospheric, adventurous tone. The production was managed by Anonymous Content, with post-production and editing services provided by Anonymous Content and Cabin Edit.
Hoka · Mach X
Hoka presents a high-energy campaign for the Mach X, capturing the performance of their latest running footwear across a busy urban landscape. The project features city streets and scenic overlooks, leaning into a gritty, cinematic visual language that emphasizes movement through rapid pans and handheld camera work. Developed in partnership with Anomaly NY, the production utilizes live-action technique layered with film grain to establish an authentic, street-level perspective. Post-production and VFX work by The Den Editorial further polish the textures of the cityscapes, grounding the high-performance gear in an accessible, metropolitan environment.
Hoka · Bondi 9
The Hoka Bondi 9 campaign highlights the performance of the latest running shoe through a series of dynamic sequences. Featuring a diverse group of runners, the production captures active strides across urban landscapes, including waterfront paths and city bridges. Developed by agency Los York, the commercial employs live-action techniques, slow motion, and energetic editing to emphasize the footwear’s cushioning and movement. The project, produced by LOS FILMS with sound design by Future Perfect, utilizes bright natural light and vibrant color grading to maintain a clean, athletic tone across the video spot.
Hoka · Far Out
Hoka's Far Out project is a high-energy campaign centered on the endurance of trail running. The film moves through diverse terrain, spanning rugged mountain paths and forest tracks, captured through a cinematic lens. Produced by Los York, the project leans into dynamic motion with wide aerial perspectives and low-angle tracking shots. Utilizing natural light that shifts from night to day, the piece showcases the movement of athletes across outdoor landscapes. Post-production and VFX were handled by Los York, with sound design by Future Perfect.
Hoka · Spencer Badu x HOKA
This commercial campaign for Hoka and designer Spencer Badu captures the intersection of technical sportswear and structural fashion. Produced by Fela, the film follows an individual navigating stark concrete environments and urban landscapes, grounding the product in a gritty, cinematic visual language. Intercut with the movement sequences are intimate process shots, featuring hand-drawn sketches and detailed reference imagery. The project leans into a documentary-style observation, utilizing live-action techniques to emphasize the raw textures of the surrounding architecture alongside the performance footwear.
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