The Brief
Production agency Onso Atelier briefed Pro Light & Sound to deliver the Australian launch of HOKA’s Cielo X1 3.0 running shoe. A two-phase activation across late January 2026, opening with a street-projection teaser campaign and culminating in a designed launch environment inside a Collingwood warehouse for HOKA’s Speed of Light campaign reveal.
The Challenge
Build two completely different production environments under one creative brief. A mobile, roving projection rig that could light up Collingwood streets with the “something fast is coming” brand message in the lead-up, and a fully immersive launch environment inside the warehouse for launch night itself. The warehouse build needed to translate HOKA’s Speed of Light campaign aesthetic into a physical, three-dimensional space.
The Pro Light & Sound Solution
A two-stage build. For the teaser phase, a roving projection setup deployed across Collingwood, projecting the campaign messaging onto buildings and streetscapes in the days before launch. For the launch night, a fully designed warehouse environment with industrial scaffolding as the visual language, integrated LED tube lighting woven through the build, multiple LED display surfaces edge-blended into seamless brand content canvases, custom scrolling pixel tickers carrying the Speed of Light tagline through the architecture, mesh banner installations, and a complete lighting design that saturated the entire room in HOKA brand green.
The Result
A full immersive brand environment. HOKA’s Cielo X1 3.0 launched into a Collingwood warehouse transformed into a Speed of Light club. Vertical LED walls running shoe-in-motion graphics towered over the space, while edge-blended display surfaces and a scrolling pixel ticker carried the campaign tagline through the architecture. Integrated neon-tube lighting threaded through scaffolding, while a live treadmill activation ran underneath suspended HOKA banners with guests testing the shoe in front of the audience. The entire room pulsed with the campaign’s signature green. The Speed of Light campaign delivered in physical form, on the night, in the room.
Credits
Photography: Supplied by Client – onsoatelier