HOKA - RUNNER Logic

Runner Logic is a social-first film series for HOKA exploring the strange, personal rituals and inner dialogue that define dedicated runners. The work leans into the humour, obsession, and quiet determination that makes sense to runners, even when it feels illogical to everyone else.We led the creative direction and visual approach, shaping a format that felt honest, self-aware, and native to social. The focus was on simplicity and relatability, allowing athletes’ voices and small details to carry the storytelling rather than overproduced performance imagery.