HOKA Back to School
HOKA Back to School
Client
HOKA
Year
2025
Lifestyle footwear commercial
Lifestyle footwear commercial
Client Brief
Back-to-school season at DICK'S Sporting goods is an especially competitive time for brands across all categories. HOKA, looking to establish itself as the go-to brand within youth footwear, approached our team for an ad campaign to support the goal; "Step Into a Good Day" was the creative solve. My role on this project included Concept Design, Art Direction, Video Editing and Motion Design.
Back-to-school season at DICK'S Sporting goods is an especially competitive time for brands across all categories. HOKA, looking to establish itself as the go-to brand within youth footwear, approached our team for an ad campaign to support the goal; "Step Into a Good Day" was the creative solve. My role on this project included Concept Design, Art Direction, Video Editing and Motion Design.
Client
HOKA
HOKA
HOKA
HOKA
Industry
Footwear
Footwear
Footwear
Footwear
Service
Art Direction
Art Direction
Art Direction
Art Direction
Creative Strategy
Creative Strategy
Creative Strategy
Creative Strategy
Video Post-production
Video Post-production
Video Post-production
Video Post-production
Motion Design
Motion Design
Motion Design
Motion Design
Duration
Duration
Duration
Duration
[DURATION]
[DURATION]
[DURATION]
[DURATION]
The Plan
Understanding that the real target was parents who buy footwear for their school-aged kids, a creative direction was developed that involved parents joyfully walking their kids to the bus stop on the first day of school. AI-generated style frames and hand-drawn storyboards helped lay out that vision in detail for stakeholders and production partners. The key to really pulling this all together, however, would be locking down the right music and talent.
Understanding that the real target was parents who buy footwear for their school-aged kids, a creative direction was developed that involved parents joyfully walking their kids to the bus stop on the first day of school. AI-generated style frames and hand-drawn storyboards helped lay out that vision in detail for stakeholders and production partners. The key to really pulling this all together, however, would be locking down the right music and talent.
Talent
Finding truly talented dance professionals in a young age group that fit our limited product sample sizes was a unique challenge, but we made out with an impressive roster of dancers that brought the vision to life. Nappy Roots' Good Day became a favorite pick for our soundtrack and we were fortunate enough to license it. With these last missing pieces we were ready to go.
Finding truly talented dance professionals in a young age group that fit our limited product sample sizes was a unique challenge, but we made out with an impressive roster of dancers that brought the vision to life. Nappy Roots' Good Day became a favorite pick for our soundtrack and we were fortunate enough to license it. With these last missing pieces we were ready to go.
Filming
Recreating that relatable routine of the bus stop walk for viewers with a fun dance twist hinged on finding a setting that felt recognizable while offering an inviting backdrop; that setting turned out to be the neighborhoods of Bexley, Ohio. Tree canopies for creating dappled lighting over our talent, bends along nicely-kept homes and a good corner for our bus stop scene were key things that we worked with our partners to find.
Recreating that relatable routine of the bus stop walk for viewers with a fun dance twist hinged on finding a setting that felt recognizable while offering an inviting backdrop; that setting turned out to be the neighborhoods of Bexley, Ohio. Tree canopies for creating dappled lighting over our talent, bends along nicely-kept homes and a good corner for our bus stop scene were key things that we worked with our partners to find.
Direction
The vision for the hero 30 second spot was clearly laid out for everyone going in, but these were kids, and capturing their spontaneity as they genuinely had fun was just as important for the spot to succeed. With the extra help from a movement coach and a supportive crew, the talent delivered brilliantly; even through the the final scene at the bus stop which was the most prescriptive with blocking for both camera and talent.
The vision for the hero 30 second spot was clearly laid out for everyone going in, but these were kids, and capturing their spontaneity as they genuinely had fun was just as important for the spot to succeed. With the extra help from a movement coach and a supportive crew, the talent delivered brilliantly; even through the the final scene at the bus stop which was the most prescriptive with blocking for both camera and talent.
Post-production
Some thoughtful musical timing and 2D motion graphics flair was spread throughout in post-production to play off of and support the dancers' performances; just enough without being too distracting. These elements were also leveraged in supporting static ad posts.
Some thoughtful musical timing and 2D motion graphics flair was spread throughout in post-production to play off of and support the dancers' performances; just enough without being too distracting. These elements were also leveraged in supporting static ad posts.
Results
HOKA | Step Into a Good Day metrics coming soon.
HOKA | Step Into a Good Day metrics coming soon.
PORTFOLIO
See More
See More
See More
See More
National Runners Month
National Runners Month
National Runners Month
Art Direction
Video Editing
Motion Graphics
National Runners Month
National Runners Month
National Runners Month
Art Direction
Video Editing
Motion Graphics
National Runners Month
National Runners Month
National Runners Month
Art Direction
Video Editing
Motion Graphics
National Runners Month
National Runners Month
National Runners Month
Art Direction
Video Editing
Motion Graphics
Hoy Día
Hoy Día
Hoy Día
Visual Identity
Graphic Design
Motion Graphics
Art Direction
Hoy Día
Hoy Día
Hoy Día
Visual Identity
Graphic Design
Motion Graphics
Art Direction
Hoy Día
Hoy Día
Hoy Día
Visual Identity
Graphic Design
Motion Graphics
Art Direction
Hoy Día
Hoy Día
Hoy Día
Visual Identity
Graphic Design
Motion Graphics
Art Direction