Joust: Wear Your Heart on Your Tee
Joust was an experiential, parametric-graphics initiative that reimagined what a “graphic tee” could be for a generation of digital natives craving deeper personalization. Instead of choosing a design off the rack, consumers generated artwork driven by their own emotions in real time—literally letting them wear their heart on their tee.
Joust debuted during the global launch of the James Harden LS2 footwear franchise, where it became a central in-store activation at the adidas Galleria location.
How It Worked
Emotion Capture
Consumers watched James Harden highlight reels while a camera tracked their facial expressions using emotion-recognition APIs.Parametric Art Generation
The emotional outputs were mapped to design parameters in custom generative graphics built using React and Processing.Instant Physicalization
Their unique artwork was instantly sent to a DTG printer, producing a one-of-a-kind graphic tee within minutes.
The result: an emotional data → digital art → physical product pipeline that merged tech, storytelling, and fashion.
Origin Story
Project Joust emerged from two converging threads in my work:
Prior research in emotion-recognition technology led us to this project. While the tools lacked precision for scientific research at the time, we recognized their immense potential in experiential retail.
Explorations in React and Processing for parametric design and real-time generative art were instrumental in this project.
These two capabilities—emotion tech and parametric graphics—fused into what became Project Joust.
Role
Vision → Team Leadership → Technical Prototyping → Cross-Functional Delivery
Conceived the original idea and shaped the creative/technical strategy
Led and managed a team of “innovation explorers” to build the full end-to-end pipeline
Designed the initial graphic tee templates and built early proofs-of-concept
Connected facial-expression APIs to generative design parameters
Shopped the concept to internal marketing groups and secured its debut during Harden LS2
Collaborated with the adidas Galleria store manager and adidas Brand Comms to produce the full in-store consumer experience
Key Takeaway
Project Joust showcases the marriage of interdisciplinary skillsets—emotion analytics, parametric design, real-time computing, and apparel production.
It embodies my broader philosophy: that the union of science and art can create experiences that deepen brand connection and elevate product storytelling.
