LOS YORK Goes "Far Out" with Hoka's Mafate X
The pioneering independent creative company LOS YORK has collaborated with the leading performance shoe and apparel brand HOKA on “Far Out,” a stunning global campaign that launches the brand’s new trail running shoe the Mafate X, designed for trail racing fiends, gravel grinders, and 100-milers. The campaign features the Mafate X in the untamed landscapes of South Africa, following two runners pushing through remote terrain, embracing the unpredictable. The new shoe is put through the paces in the campaign, demonstrating how it is built to handle the elements, the elevation and the unknown. Designed for runners who seek out the edges of the map, Mafate X thrives where the path disappears. “Far Out” isn’t just a tagline; it’s a mindset, a call to those who chase the wild.
LOS YORK leveraged all of its multidisciplinary capabilities in the campaign, from creative development, to design, to post and through delivery of a global toolkit. The executions span upper-funnel broadcast films and high-profile key visuals to paid and organic social, covering every touchpoint. The hero spot, product and social films were directed by photographer/director Ryan McGinley and produced by LOS FILMS, the creative company’s live action division.
The design system of the new campaign takes the raw energy of trail running and distills it into something structured and intentional. It’s built to be flexible yet deliberate—balancing bold typography, layered textures, and a technical graphic language that speaks to precision and performance. The result is a system that feels cohesive, considered and versatile.
“We’re grateful for the opportunity to collaborate with HOKA and legend Ryan McGinely to bring this campaign to life, representing a product that caters to a very specific audience,” said LOS YORK Executive Creative Director Scott Hidinger. “This campaign is meant to capture the grit, endurance, and adrenaline that comes with logging runs of over 100 miles. FAR OUT is visual and visceral, and the team loved bringing it to life.”
HOKA
Senior Director Global Brand Creative - Head of Creative: Xavier Jacob
Director, Global Integrated Marketing and Brand Experience Charis Anton
Global Brand Creative Director at HOKA: Adam Larson
Creative Project Manager: Spencer Norawong
Production Company: Los York
Director & Still Photography: Ryan McGinley
Head of Films: Chris Abitbol
Executive Producer: Leticia Gurjao
Head Of Production: Earl McDaniel
Line Producer: Chris Palladino
Post Production: Los York
Executive Creative Director: Scott Hidinger
Brand Partner & Executive Producer: Jamie Samuel & Rachael Ehrlich
Creative Director: Claudia Brand, Kevin Cabuli, Michael Mavian
Associate Creative Director: Adam Smith, Laura Pol, Radu Pose
Art Director: Berni Charadia
Senior Editors: Lucas Lobe, Lin Wilde, Zak Kizinger
Editor: Chip Sneed
Senior Producer Post: Shawn Kelley
Post Producer: Alex Ramos & Annie Chen
Associate Producer: Hiro Oni
Senior Designer: Ray Martin, Megan Ng
Senior Animator: Matt Baretto, Ben Bullock, Vincenzo Lodigiani
Senior 3D Designer: Jordi Pagès, Douglas Bowden
3D Animation: Tyler Hayward
HTML5 Animation: Julian Benavides, Baris Dogan
Colorist: Nick Sanders
Music & Sound Design: Future Perfect
Composer: Victor Magro
Sound Designer: Ben Pacheco
Mix: Future Perfect
EP Music/Sound: Maxwell Gosling
