The Creative
HOKA Run Camp
Turning product passion into a shared experience.
- Client
- HOKA
- Role
- Creative direction, film & storytelling
- Year
- Ongoing
Creative direction and storytelling for HOKA Run Camp — a running camp built to put runners inside the brand rather than in front of it.
HOKA Run Camp brings runners together for days of training, testing and shared miles. The creative task was to make that feel like a story people want to be part of, not a product demo with a finish line.
I shaped the narrative frame for the camp — how it is introduced, how the days build, and what runners carry home — and directed the film and photo capture on the ground so the material worked across social, retail and partner channels.
The result is a camp that reads as a community moment first and a brand platform second, with a content library that keeps working long after the last session.
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