Descending Mount Etna, celebrating the origins of a brand.

Unveiling Hoka's brand origins for the first time, founders Jean-Luc Diard, Nicolas Mermoud and the Director of Advanced Product Development Christophe Aubonnet opened a new path on the trails of Etna, the inspirational genesis at the heart of their success.

Our approach was to raise the visibility of the Hoka Archives: the project that aims to capture the attention of key media partners and consumers, building brand advocacy and driving conversation around the brand.

We utilized unique and distinctive storytelling through content creation, a media press trip, and coverage in key titles to celebrate HOKA's arrival in Italy - retracing the origins of the brand with the founders and creating a unique bond with Italian consumers and beyond.
An incredible journey back in time that also traces the brand's route towards the future.

All these elements resulted in exciting production days on Mount Etna, filming and shooting content for the launch, as well as providing a privileged experience with the brand's founders.

Challenges included executing a detailed production plan to create the content, and as creatives, designing and directing a production that expressed exactly how the founders wanted to make this crucial announcement for the brand.