LQDcell A/R Project
Puma has recently launched an innovative line of sneakers featuring LQDCell technology, specifically designed to improve both performance and comfort for athletes. To generate buzz around this product launch, Puma partnered with the Boston-based design agency Inphantry. Together, we crafted an impressive suite of augmented reality (AR) experiences, along with an interactive AR mobile game.
I’ve had the privilege of collaborating with Inphantry for over six years, contributing to a variety of dynamic projects, including this cutting-edge project for Puma.
The Puma A/R app utilized recognition technology to identify different real-world shoes and only ignite the LQDCell sneakers on fire. Additional app featured an interactive exploded view, a "color your own sneaker" option, and a cloning feature.
Check out Inphantry here: www.inphantry.com
My Role:
As the 3D Art Lead for this project, I oversaw AR development and content integration. My responsibilities included digital sculpting, 3D modeling, texturing, creating custom physically-based (PBR) materials, animation, and real-time particle effects setup.
Additionally, I managed the art integration in Unity, where I set up animation triggers, lighting, and developed the individual app modes—fire, exploded view, clone, and color-your-own sneaker. I also designed the graphics for the AR mobile game, ensuring a seamless and engaging user experience.
The sneaker was created using Modo for modeling and then digitally sculpted with ZBrush. Afterward, the assets were imported into Maya for assembly and material setup before being exported to Unity. In Unity, the materials were configured and adjusted, and the sneaker was animated along with a state machine to enable users to control the exploded view.
LQDCELL - FIRE PARTICLES
The first user experience in the mobile app is named "Fire." which used Inphantry's physical recognition technology to tell the difference between LQDCell sneakers and various other types of footwear and real-world objects.
The "final" version of the fire particles with added ember particles and camera facing particles that can be looked at from all angles.
The fire particles were tested in Unity prior to use overlaying the real tracked (AR) sneaker in the mobile app.
Mission Success
The launch of the LQDCELL AR App sparked immediate excitement among sneaker enthusiasts and the press, earning a Silver Hatch Award, widespread media coverage, and an outpouring of user-generated content. As the first experience of its kind to bring physical sneakers to life through a digital lens, it set a new standard for innovation in sneaker culture.
