Hoka x Gore-tex Launch
Gore-tex
Commercial
Client
Agency
Director
Gore-tex
BMH
Bailey T. Miclette
Objective
Gore-Tex sought to create content promoting a new shoe collaboration with Hoka. We produced a studio photo and video shoot to provide ample content of both colorways. The challenge was to create content that would appeal to consumers purchasing the shoe for traditional outdoor activities while also appealing to the “Gorpcore” fashion consumers. We landed on utilizing more abstract styling methods to signal the functionality of the shoes while keeping the “cool” factor.
Key Points
- We showcased the waterproof abilities of Gore-Tex products in a studio environment by spraying water onto a plexiglass sheet while the model walked across it
- We walked the line between functionality and fashion forward prop styling and set design by using interesting backgrounds, textures, and colors that complimented each colorway
- Video deliverables incorporated super 8 film to bring in textural elements, supported by sound design, that were consistent with the Gorpcore aesthetic
Services Provided
- Creative Direction
- Pre-Production
- Casting
- Crewing
- Production
- Post-production
- Retouching
Credits
Photographer: Jake Holschuh
Director & DP: Bailey T. Miclette
Producer: Tori Soper
Production Coordinator: Jordyn Wild
Prop Stylist: Laura Wolfe
Digitech/Photo Assist: Zeke Bogusky
Editorial: Bailey T. Miclette
Model: Kyle Kim
Studio: Fresh Tape Media
BTS Photos
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