In Full Flight: Berlin
For this series, we helped HOKA pivot into the lifestyle space by tapping into the shared experience of a runner’s high – more broadly known as a ‘flow state.’ Our first release of this series featured Chris Luno, a DJ based in Berlin.
Behind the scenes
Directing shoots and production efforts is where I thrive most. As a creative, I love making things – and this concept was a blast to bring to life. I scripted, storyboarded, and filmed it in Berlin in 2024.
The Fly Guides
To promote HOKA’s presence during big races in cities across Europe, I created the concept for the ‘Fly Guides,’ a runners’ take on recommendations for travel. We visited each city to film a full route through the city with a local guide. This included running routes on Strava, playlists on Spotify, and other cultural features.
Shortlisted for a Webby Award.
Some guerilla OOH
Each Fly Guide was designed to take runners on a tour of each city – with special attention paid to the location’s unique culture and flavour. To conclude our Fly Guide for Hackney, it seemed natural to do some OOH in an area designated for graffiti and free expression.
See it below; artwork by Dane Neil.
Behind the scenes
For the record, the shoot was a ‘wrap,’ and who could resist the Eibenswell, the coolest part of Munich?
(Yes, I did it again.)
Dream Big
In 2024, we profiled three Olympic hopefuls: Marie Perrier, Maël Gouyette, and Yago Rojo. With exclusive insights, we followed their relentless quests and unwavering determination.