By Shawn Lim

Puma has created a virtual influencer to represent the South East Asia region as part of the promotion of its new Future Rider sneakers.

The virtual influencer, named Maya and created by UM Studios x Ensemble Worldwide, was created using So.Min a social media artificial intelligence platform that mapped millions of faces in SEA from multiple online sources including a user-generated process via Instagram.

This allowed the rendering of several face versions, the first building block to creating a virtual person. Subsequently, multiple 3D versioning techniques were used to construct an entity that could be used across a wide range of mediums.

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Source: The Drum