puma run my way
Experiential Installation
run wild in a mythical world
Running isn’t just about speed—it’s about freedom, expression, and finding your stride. For the Hybrid Astro launch, PUMA transformed running into an adventure, merging the physical and digital in a way no one saw coming.
As Creative Director, I partnered with Media Monks design and development dream teams in Shanghai and Amsterdam to create an experience that felt more like stepping into a mythical realm than a typical product launch. Our secret weapon? A hacked treadmill turned game controller. Every step, jog, or sprint influenced the entire experience, making participants the driving force behind their adventure.
At the heart of one of Shanghai’s busiest squares, our eye-catching pop-up pavilion lured crowds inside to test the Hybrid Astro shoes in a whole new way. Visitors customized their PUMA-inspired avatar and soundtrack using facial and motion tracking, then took off on the treadmill to explore three dazzling, otherworldly environments. Each movement powered their digital PUMA, blending physical effort with a mesmerizing digital narrative.
This wasn’t just a demo—it was a fusion of cutting-edge tech, immersive storytelling, and architectural design that stopped people in their tracks (literally). From the hacked treadmill controller to the jaw-dropping 3D visuals, every detail brought PUMA’s ethos of innovation and play to life. We didn’t just launch a shoe; we redefined the running experience, proving that the journey is every bit as exhilarating as the destination.
Awards
// Spikes Asia - Silver (Overall Aesthetic Design)
// FWA
// ONE Show 2019 - Cross Platform Campaign
// Webby Awards - Honoree & Nominee 2020
case film.
no two puma’s are the same.
Using facial-and-motion tracking, people could literally see themselves become the PUMA. It was pivotal that players felt attached to their virtual animal from the get go, and so the we gave them the ability to further customize their PUMA. You could create unique combinations of styles and effects by selecting custom colors, a unique sheen and music track to go with it.
Ensuring each PUMA was as unique as the runner themselves.
Facial recognition morph
Color selection
Sheen Selection
Music selection
building a world.
I was inspired by traditional Chinese stories, with the action, mythology and dramatic plots. It wasn’t enough to make players run through a pretty environment. We had to create some lore as to why we control the Puma. We began by rendering concept art and designs, imaging how we could idealize the Puma to feel not only godlike, but worthy to be one. We then created the entire 3D world from scratch, building in all the environment assets, interactions & sounds.
creating an icon
One of the most fun parts of the project was creating the legendary Puma. We landed on a smoothed polygon aesthetic inspired by the Hybrid Astro. Reason for this was the Puma needed to feel mystical, proud and powerful, but needed to look great in multiple colors and textures. By going this route we were able to create an aesthetically beautiful model that looked awesome when running, no matter what color or sheen people made it.
the auditory experience
We created original music that changed according to players speed in-game. Since music is created in layers, we used this to enhance the players experience. This meant that the music and SFX changed according to the players input on the treadmill. If a player slowed down, so did the music get softer and more easy. As they speed up, more sounds appeared and the pace picked up. Absolutely magical.