New Hoka spot is really good. Not sure who made it but felt like good old school advertising.

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Shot and edited well though. Obviously an expensive production with a pricey director. But I don't see the concept here or the storytelling to be honest. Feels like a strategy pushed through chatgpt to me.

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I third this.

Its incredible boring with top notch craft

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Link?

likehelpful

The concept is meh. The craft is good. So so.

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Link? 🙄

likesmart

It’s real nice. Anomaly/

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Truly well-crafted, well thought-out work will always stand out. Yes, maybe this would be better if it had presented an more impactful POV. But the fact that it is getting noticed simply for its craft, indicates a possible opportunity for brands to stand out from competitors by applying effort and care in their messaging. Because most clients (and agencies) have given up on stories well-told. They want to be immediate, inexpensive, and constant. That’s fine. But it doesn’t have to be an either/or. Yes, great songs (Dylan) and directors (Loren Denis) cost money. But with tools like AI, timelines and cost can be reduced. And the best way to ensure humans are not eliminated from the process is to do the thing that AI cannot do: apply taste, vision, and decision making (craft) to produce emotionally resonant work. Creatives who have mastered their craft can wield these powerful new tools most effectively and are a possible path forward to a changing industry.

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Could’ve been any sports brand and nothing we haven’t seen before. Basically an expensive mood film.

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What’s it called?

Anomaly LA did it

Definitely made me wanna eat cup of noodles. I love Dylan but Shelter From the Storm didn't feel like the right choice.

Community giving runners "shelter" ie support. What the whole campaign is about. Makes sense to me.

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