Oversized shoe installation for Hoka at the UTMB. Bringing a giant shoe to life through video projection.
Set against the breathtaking backdrop of the Mont-Blanc cable car in Chamonix, this oversized HOKA shoe became the centerpiece of an immersive installation. The project highlighted the Tecton X 3’s key features while drawing visitors into the rugged, dynamic world of Jim Walmsley. Through projection mapping, the static object was transformed into a living canvas, blending product, technology and digital art.
This mapping installation is 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.
Machining Process
Stills
Credits
Client - Hoka
Project - UTMB Tecton X3
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 Tecton X3
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
This mapping installation is 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.