HOKA
FLY HUMAN FLY™
Transcending a cult classic from word of mouth to global acclaim.
Tasked with launching HOKA into global relevance, we reimagined the brand from cult-favorite to cultural movement — designing a campaign that blended emotional storytelling with high-performance visuals. The result: a platform that invited the world to not just run, but feel the power of movement.
ROLES
Associate Creative Director / Key Art Designer
Creative Lead across campaign concept, key art, on-location photo shoots, and visual identity systems. Oversaw design consistency from global toolkits, Social, Web, OOH to retail experience.
OUTCOMES
Designed and scaled a global OOH system that translated seamlessly from subways to stadiums
Directed the look and feel for all digital films, driving performance on paid social and OLV
Developed immersive retail and activation concepts to bring the brand into the physical world
The Pitch
When I run, I fly
to a space in my mind reserved for silence
where thought is lost but insight is found
When I run, I fly above my life
and see it all with new eyes
New possibilities with every step, and every beat
I fly to a place beneath the sweat and the pain
Where it’s just me and my breath
Where each exhale makes room for inner growth,
and inner peace.
When I run, I fly back to myself, to the me I once knew, and the me I hope to become.
When I run, I fly.
