Conquer more wild miles

A campaign built for the edges of the map, where engineered performance meets the instinct to go further.

Mafate X is Hoka’s pinnacle trail running shoe—built to handle the elements, the elevation, the unknown.

Created for runners who seek the edges of the map, “Far Out” is more than a tagline; it is a mindset and a call to those drawn to the wild. Shot by Ryan McGinley across the untamed landscapes of South Africa, the campaign follows two runners through remote terrain, embracing unpredictability at every turn.

The design system distills the raw energy of trail running into a structured visual language. Bold typography, layered textures, and technical graphics balance instinct with precision, creating a flexible system that feels as purposeful and uncompromising as the product itself.

CLIENT
Hoka

SERVICES
Creative Direction
Campaign
Graphic Design
Motion
CGI
Social
Product Film
VFX

PHOTOGRAPHY
Ryan McGinley

YEAR
2025

PRESS
The Brand Identity
Design Everywhere
AdWeek
Little Black Book

AGENCY
Los York

MMS®

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