PUMA: RUN MY WAY
Overview:
PUMA Hybrid Astro launched as a new running shoe built around movement, energy and freedom, giving us the opportunity to turn a traditional product demo into something much more immersive.
As Creative Director, I led the creative direction for the Shanghai launch, partnering with MediaMonks teams across Shanghai and Amsterdam to connect product, technology and experience. At the center was a hacked treadmill that became the controller, allowing each participant’s movement to directly shape the world around them.
The result was an interactive pavilion in one of Shanghai’s busiest public spaces, combining custom avatars, motion tracking, personalized sound, real-time gameplay and large-scale 3D environments. The experience transformed trying on a shoe into a participatory brand moment and was recognized by Spikes Asia, The One Show, The Webby Awards and FWA.
Role:
Creative Director
Client:
Puma
Year:
2019
Agency:
Media Monks
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 the 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.