Overview

Heat waves, high miles, and the pressure of the Western States 100 could not shake Hellah Sedibe’s commitment, he was going to cross the finish line no matter the circumstances.

HOKA partnered with us to tell the story of global ambassador Hellah Sedibe’s journey to the Western States 100. Framed around the theme No Matter The Circumstances, the piece followed Hellah through his heat training in Phoenix, his participation in the WSER training camp, and ultimately, his race day experience. The goal was to create an inspiring, athlete-driven story that aligned with HOKA’s brand values and showcased the mindset and preparation required for one of the toughest ultramarathons in the world.

Challenges & Approach

Our role was primarily production, but we collaborated closely with Hellah and HOKA to ensure the narrative reflected both his personal voice and the brand’s messaging. Logistically, the project required capturing footage across multiple locations and conditions , from intense heat training sessions to the dynamic environment of race day. We worked flexibly to adapt to training and racing schedules while maintaining consistent visual and narrative quality across all phases of the shoot.

The Result

The final piece blended personal insight, environmental grit, and high-energy race visuals to deliver a story that resonated with both HOKA’s audience and Hellah’s community. Released across HOKA’s digital platforms, the video reinforced the No Matter The Circumstances message, connecting the brand’s performance-driven identity with authentic athlete storytelling.