The challenge was to create a branded AR effect which introduces the product natively but simultaneously does not require a too direct product placement. The futuristic approach of the artist Nikita Replyanski seemed a perfect fit for this shoe model as well as for our target group of Millennials & Alphas. TRASHYMUSE & me wanted them to be able to ‘wear’ the shoe in AR as a kind of additional ‘lifestyle-accessoire’ - to the shoe but also without it. Thus users can express their fandom for the brand and even communicate through it with others in stories, chats and livestreams.