HOKA

Find Your Way

Spec commercial

Seeing what could be there.

Find Your Way started with an idea about the Camino de Santiago—and why people choose to walk it.

For some, it's an adventure. For others, it's something more personal. A chance to step away, think, reconnect or maybe find a different direction.

It felt like a natural connection to HOKA. It turns HOKA into a brand that helps you find your way, rather than one that simply sells shoes.

Showing the idea.

Traditionally, I might present a concept like this with a script, storyboard and reference images.

Those can help explain the idea, but I'm still asking someone to imagine what I'm seeing in my head.

I wanted to take this one further.

What if I could let someone actually see and feel the idea?

Bringing the idea to life.

I had something very personal to start with: photographs from my own Camino journey.

I combined those photographs with generative AI tools to create the people, places and moments I imagined for the commercial.

Some elements began with my photographs. Others were generated. Some combined both.

Then I brought everything into the edit and approached it the way I would any other commercial—finding the right moments, shaping the performance, working with pacing, sound and music, and continually asking whether each choice was making the story better.

Traditional storytelling and emerging technology became part of the same process.

Find Your Way.

The result is more than a script or storyboard. It's a finished spec commercial that communicates the emotion, tone and visual direction of the idea.

More importantly, it gives someone a much better sense of what the finished commercial could actually be.