CDs Nidia Dias and Miguel Rato at London CG studio Steelworks showcase both the features and aesthetics of HOKA’s Anacapa 2 and Mach X shoes in these vigorous launch spots for the activewear brand thru Anomaly LA.

Nidia Dias: “Crafting this graphically-oriented campaign was a rewarding experience: it allowed us to offer a fresh perspective, not just in presenting the product but also in demonstrating our unique approach to such projects.
 

“We believe this project embodies our ethos: to distill the fundamental and build upon it in imaginative and resonant ways.”

 
“With our director’s cut, our intention was to go beyond the conventional, honing in on essential features and personality to amplify the product’s core essence. This approach not only showcased it in a new light, but also underscored our commitment to innovation and creative exploration. We believe this project embodies our ethos: to distill the fundamental and build upon it in imaginative and resonant ways.”

“Steelworks employed a mix of tools on the project, blending techniques from each to create a unified aesthetic. After Effects was used for text animations, Photoshop for image retouching, Cinema 4D for shoe animation, and Houdini for special effects.”
 
 

 
Client: HOKA

Agency: Anomaly LA

Production: Steelworks
Creative Director: Nidia Dias, Miguel Rato
Designer/animator: Nahele C., Dennis Tiege
Look Dev Support: Martin Gunnarsson

Sound design: Echoic Audio

Toolkit: After Effects, Cinema 4D, Houdini