Using AR to connect with our audience

adidas Running wanted to use the launch of the new UltraBoost 20 as a physical announcement of their new partnership with the International Space Station. So, we gave our audience the chance to be an astronaut by building an Instagram filter that launched users into space. Utilizing the latest in AR technology, our internal team designed a filter that let users use both of their phone’s cameras. First, in selfie mode, the user had a helmet placed over their head. When they tapped the helmet, it closed and began to shake, simulating launch. On the front facing camera, we designed a special UB20 shuttle that launched from inside a silo that the user could move around their screen and place wherever they wanted.