Puma L.I.F.T.
Puma L.I.F.T.
Puma L.I.F.T.
Puma L.I.F.T.
Puma L.I.F.T.
Puma L.I.F.T.
Puma L.I.F.T.
Puma L.I.F.T.

Puma L.I.F.T.

Firstborn, New York, New York, 2009

Description

Firstborn teamed up with Droga5 to create a whimsical and sometimes scandalous experience that demonstrates a very important quality of Puma’s latest athletic shoe: lightness.

The site opens by introducing users to the Puma L.I.F.T. (Lite Injected Foam Technology) through a 3-D reenactment suggesting how the foam base of the shoe is formed—a process never actually seen by a human. Once the shoe falls through the air and finds its home on a fulcrum, users can control their hosts—the girl and the guy—by having them show off the shoe or weigh it against a variety of unusual and sometimes awkward objects. Once all the items are weighed for each model, a very special bonus round reveals itself.

Want to see how the Puma L.I.F.T. stacks up against condoms? A cactus? A jazz flute? Check out the site and find out!

Juror Notes

Puma L.I.F.T. uses a good sense of humor, a wink and a nod toward emerging augmented-reality-spatial-tagging user-interface practices.

Collections: AIGA 365: 31 (2010)
Discipline: Promotional design and advertising
Format: Website
Loading...
Loading...