📁 CONVERSEShai 001 Player Exclusive
Role — Creative Director
Sound on👂🔉
This project is a cinematic deep dive into the visual storytelling potential of the SHAI 001 sneaker line. Through a series of distinct, material-driven vignettes, we explored each colorway as a world of its own—rooted in mood, texture, and narrative. From the bold brightness of MASI BLUE to the subdued depth of ARES GREY, each film acts like a visual mixtape, blending ASMR soundscapes with bold visuals.
Together, these films offer a new kind of product storytelling—one where colorways are not just swatches but emotional territories. Each short gives its audience a tactile, stylized glimpse into how each version of the SHAI 001 connects to Shai’s larger creative universe: his roots, his mission, and his evolving aesthetic. This approach focuses on sensorial impact and narrative minimalism, staying aligned with Shai's irreverent but thoughtful sensibility. Without relying on overt performance or product messaging, the work builds desire through immersion, mystery, and a sharp visual point of view.
TEAM:
Creative Direction — Phuong Nguyen
Copywriting — Parisse Dawkins, Alexis Castro
Design — Xavi Ocana, Jena Salvatore, Brandon Galosi
Director — Terry Hall
Production — Psyop, Mckensie Brown
I. ARES GREY: PLAYER EXCLUSIVE PIGMENT
The film opens in dark room as a pair of hands susppend an all-white SHAI 001 mold with C-stand at the center. Then, in a striking visual moment, the grey powder is splattered onto the shoe, transforming it from a blank canvas into the bold new Ares Grey colorway. We watch as the molded SHAI 001 is gradually overtaken by pigment—marking the shift from concept to creation. The video closes on a clean end card, revealing the final product: the SHAI 001 in Ares Grey.
II. CHARM BLACK: HIDDEN IN PLAIN SIGHT
We open on a blacked-out setup—one solitary light switches on, casting a narrow beam across a mysterious black object. This moment draws us into a moody visual world composed entirely of deep black textures. As the camera cuts through these distinct vignettes, it pans across the various black materials, accompanied by the subtle sound of slow footsteps. Among the shadows, the silhouette of the SHAI 001 briefly comes into view—almost missed, then seen again. A hand reaches out and lifts it from the set. We close on a clean, final reveal of the SHAI 001 in Charm Black.
III. HAIL CLAY: SOLE IMPRESSIONS
Simple, textural, and grounded in natural materiality—the Clay film centers on the raw beauty of its namesake. We open on a clean table as a pair of hands places a large block of clay onto the surface. Using a wire cutter, they slice slab after slab with satisfying precision, each piece landing softly on the ground. The ASMR-like sound of the wire moving through the dense material anchors us in the tactile process. As the pieces are arranged to form a clay-covered surface, we see the SHAI 001 step confidently onto it, leaving behind a perfect sole impression. A close-up captures the intricate tread pattern and logos embedded in the clay. The film closes with the reveal of the SHAI 001 in Hail Clay.
COMING SOON
IV. MASI BLUE: THE SOUNDS OF COLOR
Masi Blue is introduced as a visual mixtape—an artful video piece that begins with a hand bringing a blue cassette labeled “MASI BLUE” into frame. The tape is inserted into a vintage Walkman, and as the talent hits play, we’re transported into a world of immersive visuals and soundscapes. Waves crashing, ice cracking, and water rippling—all deeply tied to the color blue—unfold in rhythm with the ambient audio. The sensory journey builds until we land on the final reveal: the Shai 001 in MASI Blue.
COMING SOON