Hijacking Lady Liberty to grab attention across busy social feeds

Business Challenge

HOKA, the prestigious California-based performance footwear brand, came to Jellyfish with an exciting challenge. They already had launch plans in place for their new Skyward X performance shoe – but were looking to do a big, thumb-stopping Faux-Out-Of-Home (FOOH) that would drive excitement and engagement across organic social channels. Jellyfish came back with an idea that would become HOKA’s biggest and boldest digital stunt ever.

Jellyfish solution

Jellyfish was HOKA’s creative partner throughout the process, from concept ideation to final execution. Our creative & production teams created storyboards for the chosen Statue of Liberty route and partnered with an NYC based crew to shoot the Statue of Liberty from a tourist boat in the NYC Harbor. As part of the production, we cast and produced a live-action video of the actors (including some of our Jellyfish team).

CGI treatment was applied to place the photo-realistic Skyward X shoe onto the Statue of Liberty with stunning Jellyfish and delivered the final video assets in different ratios and formats to HOKA’s internal Organic Social team for distribution across HOKA’s social channels.

Impact

Striking a balance between reality and creative magic, the launch of this social film made the internet question whether this was real or not. The organic social posts received an incredibly positive reception - gaining hundreds of positive comments, press coverage, and over 2 million organic engagements (making this one of HOKA’s most successful social activations).