PUMA
LQDCell
Mobile App
Augmented Reality
Game Development
Solution
Create a companion app that was jam-packed with eye-catching engagements, shareable moments, and cutting-edge technology to match the ethos of the product.
Insight
Capturing the attention of sneakerheads requires immediate relevance - flashy and shareable while remaining authentic to the brand and to the fan.
Challenge
Introduce PUMA’s latest innovation, LQDCELL technology to the next generation of sneakerheads and generate excitement around the launch of the LQDCELL Origin.
My main contributions to LQDCell were working to train early Machine Learning as well as quality testing and assurance, trying to find bugs and logging issues for the developers. I did a bit of collaboration on the UX and UI with the creative team on the app here and there—testing, logging tickets, noting bugs, reporting and repeating was my bread and butter here.
My Role
Reception
The launch of the LQDCELL AR App generated instant excitement from sneakerheads and press alike, garnering a silver Hatch award, countless headlines and impressive works of user-generated content in the first experience its kind to bring physical sneakers to life through a digital lens.
Development
Because sneakerhead culture has evolved both in terms of how teens make purchasing decisions and express themselves with technology, the need to push the LQDCELL app beyond what the typical experience was clear. Thus, we built an app which leveraged both machine learning and AR tracking for a smart, seamless experience that allowed users to play with photorealistic real-time filter effects applied to their own shoes, try out each coveted colorway, play a tense and engaging AR video game, and more.
Background
LQDCELL was the evolution of PUMA’s CELL technology that first debuted in the 1990’s. Fast-forward 20 years and PUMA was faced with the challenge of wrapping performance-driven tech into a lifestyle silhouette while capturing the imagination of burgeoning sneakerheads - a notoriously fickle group with no connection to CELL’s history. PUMA looked to new technology such as virtual reality and drones for design inspiration, but they knew that colorways alone would not be enough to convey the idea of innovation and futuristic tech. To move the idea from inspiration to impact, it had to become real.
LQDCell
A mobile experience built to accompany Puma’s latest drop engaged with sneakerhead culture in a flurry of tech-forward shareable moments tailored to the footwear enthusiast.