Phuong Nguyen
📁 CONVERSEShai 001
Role — Creative Director
To build excitement around the reveal of Shai Gilgeous-Alexander’s first signature shoe, I led a campaign that tapped into his multi-hyphenate world—blending basketball, fashion, music, and art—to craft a dynamic, multi-platform launch. 

First, a four-episode series was developed to tease and unveil the shoe, building anticipation among fans. Then, to amplify the hype around All-Star Weekend, we designed an elevated digital invitation, generating buzz for an exclusive pop-up experience. Additionally, we created compelling content showcasing Shai’s on-the-ground activations, ensuring the moment extended beyond the event and drove widespread engagement through earned media.





I. SOUND CHECK: 
INTRODUCING SHAI 001


Sound on👂🔉


Set inside a foley sound stage, the reveal of the Converse Shai 001 unfolds against an unexpected backdrop—two foley artists in lab-like jumpsuits, surrounded by an eclectic mix of found objects used to create sound effects. These “foley artists” craft exaggerated, artificial sounds that contrast with the bold and unique aesthetic of the shoe, enhancing the viewing experience as Shai himself appears on screen to unveil the Shai 001 for the very first time.

The campaign starts with four teaser vignettes, each rolling out individually day by day, showcasing extreme detail shots of the sneaker amplified by the larger-than-life sounds produced by the foley artists. The visual treatment plays with contrast—Shai is presented in a clean, minimal environment, while dynamic lighting, motion blur, and distortion emphasize his signature silhouette and the intricate design elements of the shoe. By alternating between obscured moments and hyper-detailed close-ups, the campaign builds anticipation, inviting viewers into a surreal, ASMR-inspired world where sound and motion converge to hero the Converse Shai 001.

The campaign is then concluded by an extended reveal, showcasing the full sihoullete and color of the Shai 001 for the first time.TEAM:
Creative Direction — Phuong Nguyen
Talent — Shai Gilgeous-Alexander
Production — Alex Slavin, Mckensie Brown, Alena Schiappacasse
Copywriting — Parisse Dawkins
Director — Justin French
Director of Photography — Alexander Dynan, Blake Nelson
Assistant Director — Jeffery Lazar
Assistant Camera —  Daniel Worlock, John Jenne
Editor — Nnamdi Nwigwe, Jake Schwartz, Evan Pertruzzi, Diane Bruzzese
Production Designer — Elaina Sullivan, 
John Lingenfelter
Stylist — Mel Renee,  Ahmani Harper
Foley Producers — Guin Frehling,  Elisabeth Viel
Sound Engineers — Hayley Livingston












CREATIVE APPROACH

The visual direction for this piece highlights Shai Doubles as foley sound designers, performing ASMR-inspired sounds in harmony with dreamlike motion clips of the product. Set against a clean, minimal environment, Shai’s presence is accentuated through high-contrast lighting, motion blur, and distortion, enhancing his iconic silhouette while spotlighting intricate product details. 

The shots shift between more obscured, abstract moments and dynamic close-ups, allowing unique features to take center stage. To complement the space’s energy, the foley artists are styled in either simple white or grey tracksuits or a futuristic ensemble featuring an intricate top or jumpsuit, reinforcing a sleek yet avant-garde aesthetic.  The foley objects themselves is a mix of metallic, neutral, transparent, and darker-toned pieces, carefully curated for both visual intrigue and sonic potential. 












II. ALL STAR WEEKEND




For All-Star Weekend 2025 in San Francisco, Converse created a unique pop-up experience to celebrate Shai Gilgeous-Alexander and the reveal of his first signature shoe, the Shai 001. The creative roll out need to reflect his duality as both an athlete and fashion icon, and embody his effortless influence. 

We started out with a bespoke invite, then flushes the weekend with coverage from the bustling activation space to OOH moments around San Francisco. The result is an immersive journey, taking the viewers through all the dimensions of Shai and the new Converse Hoops universe TEAM:
Talent — Shai Gilgeous-Alexander, Lil Yatchy, Slawn
Production — Keaton Savage, Alex Slavin, Mckensie Brown
Creative Direction, Direction — Phuong Nguyen
Director of Photography — Ethan Newmayer, Maria Alvarez
Editor — Nnamdi Nwigwe
Copywriting — Parisse Dawkins






As an extension of the campaign, the foley sound from the hero videos were turned into an experience, inviting visitors to play around with the sound and create their own track