CASE STUDY: HOKA

I was asked to deliver a faux pitch as a skill-assessment project: create a 360 campaign to launch the shoe brand HOKA’s entry into the tennis space. (Luckily, having previously pitched HOKA in real life, I already had a firm understanding of their brand positioning.) I began by extensively researching their existing campaigns, tennis’ current role in culture and online, and the competitive landscape. From there, I built an integrated campaign that could flex across traditional advertising and an experiential activation with social components.

From researching to the final deck, I created the pitch in a week and think it’s a great overview of my conceptual and strategic process. With zero prior knowledge of pro or amateur tennis, it’s also a good illustration of how I approach accounts through an audience-specific lens (vs. relying on my FYP or previous work experience); I firmly believe everything’s fascinating if you’re curious enough to dig in and discover what moves people and culture.