Puma’s interactive Shanghai experience ‘Run My Way’ invited consumers to test new shoes whilst running through a Puma-inspired mythical world in the form of the customized avatar.
The immersive project saw the sportswear giant team up with creative production partner MediaMonks to develop an interactive running experience located on a high footfall Shanghai square.
It invited passers-by to enter a custom-made branded pavilion and step onto a treadmill surrounded by floor-to-ceiling screens. Then, after customising a personalised Puma avatar and a running soundtrack via facial- and motion-tracking software, visitors then walk, jog or run to power their personal Puma through 3 virtual environments.
The initiative blends eye-catching architecture with 3D modelling to form a physical and virtual experience to create a fresh approach to a trialling campaign.
The initiave was promoted through video, social and PR work.
PUMA: Run My Way from MediaMonks on Vimeo.
The running initiative, which was created to promote the brand’s new Hybrid Astro, was Puma’s biggest Chinese installation to date and sought to distance itself from other running experiences by celebrating the joy of running at any pace.
The campaign was created by a MediaMonks team which included Creative Director Brandon Tucs, Creative Roan Laenen, Experiential Lead Quentin de la Martiniere, Project Manager Dennis de Rooij, Designer Duan Tianju, Lead Designer Artur Dias, Unity Developers Pieter van der Sluis, Roberto Nunez, Martin Koning and Glenn Korver, Technical Artist Narendra Yenugula, Backend Developer Ingram van Helvoort, 3D Artists Meinte van der Spiegel and Kara Leibbrandt, Illustrator Tim van ‘t Hoff, Senior Illustrator Mattyn Klaasen, Illustrator Director Edouard Relou, Composer Einar Ihle and
Sound Designer Dave van Luttervelt
Comment:
A fine sportswear sector example of how technology enhances creativity.
The initiative got an industry stamp of approval when it scooped Silver in the ‘Overall Aesthetic Design’ category at Spikes Asia.
Links:
Puma China
https://www.instagram.com/puma/
https://www.youtube.com/user/puma
MediaMonks
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