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!

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.