Oversized shoe installation for Hoka at the UTMB. From sole to summit: a visual experience like no other!
We used projection mapping to showcase the launch of a cutting-edge trail shoe designed for mountain adventures. The oversized replica of the shoe served as the centerpiece, combining the functional essence of the product with the awe-inspiring visuals of digital art. This project aimed to highlight the shoe's key features while immersing viewers in the rugged, dynamic world of trail running. By using projection mapping, we sought to transform this static object into an ever-changing piece of art. The goal was to create a visually immersive experience that would captivate the audience while showcasing the versatility of both the technology and the Tecton X 3 process.
Credits
Client - Hoka
Project - UTMB 2024 Tecton X 3
Production - Feel Experience
Creative agency - Brillantine
Artist - Brian Tornay
Creative & project coordinator- Gaspard Reynaud
Project manager - Miranda Young
Shoe production - Workshop 4.0
Production assistant - Marc Boyer & Serge Nidegger
Music & Sound design - Vincent Lagadrillière
Mapping installation - CarpeDiem Évènement
Special Thanks - Maxime Schuler, Martin Agnellet, Axelle Girod-Roux,
Pablo Echegoyen, Zoé Rouge, Camélia Tornay Delaloye
Project - UTMB 2024 Tecton X 3
Production - Feel Experience
Creative agency - Brillantine
Artist - Brian Tornay
Creative & project coordinator- Gaspard Reynaud
Project manager - Miranda Young
Shoe production - Workshop 4.0
Production assistant - Marc Boyer & Serge Nidegger
Music & Sound design - Vincent Lagadrillière
Mapping installation - CarpeDiem Évènement
Special Thanks - Maxime Schuler, Martin Agnellet, Axelle Girod-Roux,
Pablo Echegoyen, Zoé Rouge, Camélia Tornay Delaloye
Slideshow
Machining
Tecton X 3
This mapping installation isn't just an ode to Jim Walmsley’s incredible achievement; it’s a symbol of inspiration for all runners who dream of conquering the UTMB, pushing boundaries, and redefining what’s possible in the world of ultrarunning.