HOKA x GORE-TEX
In a collaboration between GORE-TEX and HOKA the two brands embarked on an ambitious project to craft compelling imagery for the launch of a new color in their Tor-Ultra shoe line. With the objective of finding an urban setting that was distinct and unrecognizable, the team flew out to Los Angeles. Amidst the bustling streets of downtown LA, the perfect locations for the shoot were discovered. The campaign results were extraordinary. The content produced was utilized by HOKA partners more than twice as much as any previous project, a testament to its effectiveness and appeal. This led to a significant increase in sales for the Tor Ultra Hi shoes, demonstrating the power of well-executed visual storytelling in boosting product visibility and demand.
Several months after the initial success of the HOKA and GORE-TEX campaign, I was presented with an intriguing challenge: repurpose the existing images for a new product launch. The catch? All modifications had to be achieved solely through post-production techniques, with a particular focus on altering the backgrounds and the color of the shoes. Recognizing the potential of AI in this domain, I was confident in my ability to meet this challenge head-on. The results were impressive. This project served as a compelling demonstration of how the lifespan of a marketing campaign can be significantly extended and transformed without the need for additional photoshoots. It underscored the efficiency and versatility of post-production enhancements, particularly when powered by advanced AI technologies, in refreshing and repurposing content for new marketing initiatives.
Side by side comparison from the starting image to the final product.
