An immersive running experience focused on play and discovery

Responsibilities

• ROLE: Experiential Lead / Creative Technologist

• CLIENT: PUMA

• PRODUCTION: MediaMonks

Awards & PR

FWA of the day
Webby Awards: Honoree - Advertising, Media & PR, Experience Marketing 2020
Phoenix Tree Award – Silver
Spikes Asia – Silver in Digital craft
Ad Stars – Bronze in Interactive Craft – Innovative Use of Technology
Mumbrella
Campaign Asia
B&T
The Drum
MediaMonks PR

The work

Celebrating PUMA’s latest running campaign for the new Hybrid Astro, we teamed up with the footwear giant to develop an interactive running experience. In one of Shanghai’s busiest squares, a pop-up pavilion invites the crowds in for a chance to test the new shoes, whilst running through a PUMA-inspired mythical world in the form of a customized PUMA avatar.

We created the complete interactive experience. Far from a traditional training routine, visitors get immersed in a digital world with an enchanting lore, bringing PUMA’s spirit animal to life. Visitors can customise their puma avatar and running soundtrack through facial- and motion-tracking software before walking, jogging or sprinting to power their puma through 3 diverse environments. We built the entire experience — both physical and virtual — combining eye-catching architecture and 3D modelling to fashion a forward-thinking trialing experience.