Client / Project

Hoka /
Tape Disruptors

Agency

Contributions

James Politi on behalf of
CANVAS United

03/04/2024

Video Editing
Motion Design
VFX
Brand Design

About

Tape Disruptors is a social campaign from HOKA highlighting women who challenge expectations and redefine what leadership looks like in sport and culture. The campaign centered on interview-driven storytelling supported by a cohesive visual and motion system. My role included editing the teaser and three primary interviews, designing and animating the motion graphics and branding elements, and handling music selection and sound design for the core videos.

Teaser

The teaser established the visual language for Tape Disruptors, using a newspaper-inspired halftone collage aesthetic to reference documentation, public record, and cultural critique. The blue and electric green brand palette, paired with scanned textures and tape motifs, framed the campaign as both archival and immediate, acknowledging history while confronting the present. The piece introduced the tone, typography, and grit that informed the full series of social videos that followed.

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Seamless loop for social reels

2

Halftone cutout with dual-meaning wordplay

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Frame-isolated running silhouette sequence

The Interviews

This social-first series paired HOKA athletes with cultural counterparts to discuss menstrual stigma, motherhood in sport, and representation for Black athletes. I handled editing, motion graphics, lower thirds, music selection, sound design, and finishing for the interviews.

Logo Animation / Intro
        
Censor Bars
        
Lower Thirds