THE PROBLEM

HOKA needed to launch the Bondi 8 in a way that brought the Fly Human Fly platform to life physically — not just as a tagline, but as a feeling people could experience.
 

THE THINKING

I led strategy and creative direction for an immersive Bondi Beach activation. Guests ran on green-screen backdrops inside the space, with their movement projected onto visuals outside — creating a looped experience that merged design, motion and influencer storytelling.
 

THE IMPACT

An activation that made people feel the product's promise before they ever wore the shoe closing the gap between brand idea and lived experience.