M&C Saatchi creates trainable AI athlete to promote new Puma range

M&C Saatchi Melbourne’s latest work for Puma is Astro, an AI athlete who mimics real life athletes and was created to promote the brand’s new Hybrid range of clothing and footwear.

Astro, built in conjunction with Current Studios, is the product of technology that assesses people’s movements and becomes better at emulating those movements through that process. Puma athletes including AFL players Scott Pendlebury, Sydney Stack, and Katie Brennan, and netballer Renae Ingles star in the ads, moving in various ways to teach Astro how to move with them.