Campaign production for the launch of HOKA’s Mafate Three2. A trail runner reimagined in four distinct colour ways, each uniquely designed by the HOKA Japan team, that firmly places itself at the intersection of style and functionality. 

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For this campaign Bianco Bianco drew inspiration from the uniquely Japanese concept of the bokka—Japanese mountain porters known for hauling up to 100kg of supplies to people living in remote areas. Through a stylish lifestyle lens, we reinterpreted their enduring strength, bringing together HOKA’s hiking DNA and fusing it with Japanese design heritage. Shot with an emphasis on dedication and endurance, the campaign blends traditional culture with modern fashion to become one of the best-performing content pieces on the HOKA Japan instagram page.