UTMB is one of the most demanding endurance races in the world, and the athletes who compete there can feel almost untouchable. Their achievements are extraordinary, but the reality of how they live, train, and prepare is rarely seen. HOKA wanted to open that world up, giving runners and fans a way to experience the lead up to UTMB from the inside.
We partnered with HOKA to create an immersive AR experience built around a playful 3D HOKA world, brought to life through rich 360 interviews and captured moments from the athletes’ training camp in Val Thorens. Users could step into the runners’ daily rhythm, from shared meals and recovery sessions to high altitude training across steep, technical terrain, hearing directly from the athletes as they prepared together for one of the toughest races on earth.
Shaped by the Mountain
At the heart of the experience sat a custom 3D world, where the Massif was reimagined through the silhouette of a HOKA shoe. By merging the DNA of product and Mont Blanc, we created a form that felt both familiar and unexpected, grounded in performance while rooted in place.
Its simplicity was intentional. A reduced, sculptural language gave the experience clarity, speed, and a sense of quiet charm, allowing the world to hold multiple moments, stories, and points of discovery without distraction.
A World in Motion
The model became a interactive landscape. Users can move around and manipulate it freely in 3D space to explore the terrain through their camera.
Interactive hotspots invited deeper exploration tapping an area of interest seamlessly transported users into embedded 360° video content, shifting perspective from a tabletop model to a full-scale, immersive view of Mont Blanc itself.
Detail Worth Discovering
Planet HOKA was illustrated as a living world, rich with small, deliberate details. From stylised portraits of the athletes themselves to the chalet, the mountain paths, and the subtle signs of life across the landscape, every element was designed with intention. Nothing existed purely as decoration. Each detail helped the world feel active, inhabited, and in motion, rewarding curious users who took the time to explore and notice what was happening beyond the obvious.
Documenting Performance
All 360° video content was captured on location by Studio Dialect in the Mont Blanc region, filmed in the heart of the UTMB environment. Working at high altitude and across long, demanding routes, we followed the athletes through real training conditions, grounding the AR experience in authentic places, weather, and terrain.
By pairing documentary style capture with handcrafted 3D storytelling, the experience bridged digital exploration and real world performance. Immersive 360 interviews and training moments sat inside a playful, spatial AR environment, allowing users to move between landscape, story, and athlete with a sense of presence that mirrored life on the mountain.
