📁 CONVERSEShai 001 Launch
Role — Creative Director
After a record-breaking season that saw Shai Gilgeous-Alexander lead a historic record on the court, win league MVP, and secure the franchise’s first NBA Championship—and with the SHAI 001 already generating massive buzz—this next campaign marks a defining moment. More than a shoe launch, this is a legacy moment: a statement about family, hometown roots, and the mindset of a generational athlete stepping fully into his power. The SHAI 001 isn’t just a performance shoe—it’s a story of identity, told through four deeply personal colorways that honor the people and places that shaped Shai’s journey. Now, we take that story to a broad audience with a campaign that feels cinematic, intimate, and culturally seismic.
Through a blend of stylized flashbacks, metaphor-driven visuals (like the elevator symbolizing his rise), and color treatments that subtly nod to each SHAI 001 colorway, the film draws a direct line between the product and the personal. Visually, we juxtapose elegant, high-design environments with warm, emotional human moments—contrasting the exterior polish of a modern empire with the intimate textures of memory and connection. The result is a bold, emotional campaign that redefines what a basketball launch can look like—one that positions Shai not just as an MVP, but as a leader, storyteller, and cultural icon.
TEAM:
Creative Direction — Phuong Nguyen
Narrative Lead — Emma Sullivan
Copywriting — Parisse Dawkins
Design — Xavi Ocana, Jena Salvatore
Director — Loris Russier
EP — Autumn Maschi
DP —
Shane Bagwell
AD —
Trevor Lawley
Props —
Pascal Bennett
Editors — Jake Schwartz, Diane Bruzzese
Post Producer — Robbie Stern
I. SHAI 001: BUTTER LAUNCH
Before unveiling the full story of family and legacy, we begin with a quiet, commanding moment at the top. Set in a corner office high above the city at night, the film opens with Shai Gilgeous-Alexander alone—calm, composed, and already in his element. The scene is cinematic and still: Shai sits with his feet up on a vintage desk, the glow of the skyline behind him, and the SHAI 001 “Butter” colorway on full display. The camera slowly pans and racks focus across the room, capturing the rich texture of the shoes, the subtle details of the design, and the insignia that marks his signature line. As Shai leans back in reflection, the focus shifts from his contemplative posture to the legacy he’s built—symbolized by the insignia glowing behind him. In a final gesture, Shai rises and exits frame, leaving the audience with a lingering sense of purpose and vision—followed by a simple message on screen: OUT NOW. This launch moment sets the tone for what’s to come: a story built on style, poise, and quiet power.
↓ Sound on👂🔉 ↓
II. FAMILY TEASER
In this introspective scene, we witness another quiet pause in Shai’s world—one rooted in intention and reflection. Set in his office, the film opens with a slow, deliberate push-in as Shai sits at his desk, pen in hand. The room is still, the only sound the soft scratch of ink on paper. As the camera inches closer, the moment is interrupted by sharp, full-screen flashes of the SHAI 001 family colorways—each representing a meaningful figure in Shai’s life. Over his shoulder, we see him circling a date on his desk calendar and writing two simple, powerful words: “FAMILY ARRIVES.” This moment quietly marks what matters most to him: legacy, roots, and the people behind the player. It’s not just a date—it’s the foundation of everything.
↓ Sound on👂🔉 ↓
III. SHAI 001 LAUNCH: RAISED TO RISE
This is a story of legacy, power, and the people who shaped it. Set high above the city of Toronto, the SHAI 001 campaign film captures Shai Gilgeous-Alexander at the height of his career—yet deeply grounded in the roots that built him. It’s not just about his rise to the top, but the family who helped him get there. Each moment in the film is infused with intention, emotion, and visual symbolism—from the sleek modern office setting to the quiet tension of an elevator rising floor by floor, mirroring Shai’s own journey.
Visually, the film blends architectural coolness with human warmth. Wide, methodical shots of precise aesthetic establish the office space in rich shadows and sharp geometry. The visual language associated with Shai’s family, however, is more tactile—captured through handheld moments, emotional closeups, and color-infused memories. Each family member is subtly represented through custom colorways integrated into the set design, creating a seamless visual thread. As the elevator dings and his family enters, movement reawakens the camera: it pivots, spins, and pushes forward with energy and intimacy. The final shot nods to the regal composition of Succession, with Shai holding his son Ares in front of the window, family behind him in strong, loving stances—each wearing their respective colorways, embodying the legacy they helped build.
As the elevator dings at the penthouse, we pivot from stoic CEO to softer, fuller humanity. His family steps into the room and the energy shifts. Shai’s posture softens; he embraces them in a moment that blends vulnerability and pride. The film crescendos as he lifts his son, Ares—wearing the unreleased Ares Grey—as if showing him the empire they’ve built together. The final image: Shai’s silhouette reflected in the window, the city below, his family behind him, and his logo glowing in the sky—a symbol not just of athletic greatness, but of a legacy built with love, loyalty, and style.
This campaign positions the SHAI 001 as more than a shoe. It’s an emblem of personal storytelling, generational vision, and an empire in motion. From the elevator metaphor to the personalized colorways, every beat reflects Shai’s duality: composed yet deeply human, iconic yet grounded. SHAI 001: Raised to Rise.
COMING SOON