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.
