CREATIVE DIRECTION / EXPERIENTIAL DESIGN / RETAILHoka Experiential
Experiential design turns brand stories into powerful, lived experiences. For HOKA, whether it be at a pinnacle event or DTC retail store, that means creating environments as bold and dynamic as the brand itself. These projects come to life through close collaboration with cross-functional teams, architects, technologists, and creative partners, blending strategy, storytelling, and craft into immersive spaces that spark emotion and invite participation. From large-scale activations to sensory-rich details, each touchpoint is designed to move people—physically and emotionally—while deepening their connection to the brand.
As Global Creative Director for performance, I oversee the team responsible for translating our brand defining campaigns into DTC and wholesale retail activations. Each campaign manifests in unique ways to engage consumers at retail and provide engaging product storytelling.
Mach X 2 Launch
Rocket X 3
Holiday ‘24
The HOKA FlyLab is an experiental innovation center and event space by the brand HOKA that was featured at the UTMB World Series event in Chamonix, France, bringing together runners, technology, and the HOKA brand. At the FlyLab, runners could explore HOKA's trail heritage, experience its cutting-edge trail running technology, test out new products, and enjoy amenities like a free coffee bar and merchandise store.
