HOKA Mafate X

HOKA Mafate X Launch
Flatiron, NYC – with Jellyfish Creative

To debut HOKA’s Mafate X trail shoe, we transformed NYC’s Flatiron Plaza into a living diorama inspired by the Museum of Natural History. The installation simulated a desert trail run through Joshua Tree, blending physical set design with real-time digital environments.

I led the treadmill hacking, creating a custom serial communication system that translated runner speed into TouchDesigner and synchronized it with Unreal Engine. On-site, I managed installation and live operation, ensuring the system ran reliably in public. I also designed the Unreal Engine architecture, optimizing a Megascans desert environment to dynamically match the runner’s pace while maintaining real-time performance.