SHAI 001 FAMILY PACKTHE ASK
Lean into the mystery and elusive nature of Shai Gilgeous-Alexander for the reveal of his first signature sneaker. Each colorway was dedicated to his family members and are an abstract representation of their impact.
THE IDEA
We created four videos that blended art, patience, process, and ambient sound to build suspense to the colorway’s reveal.
Date: September 4, 2025
Client: Converse
Team:
Day One Agency
Psyop Productions
Parisse Dawkins, Associate Creative Director, Story
Alex Slavin, SVP Brand
Emma Sullivan, SVP Story/Copy
Alexis Castro, ACD, Story
Phuong Nguyen, VP, Creative Direction
Xavi Ocaña, Associate Director, Art Direction
McKensie Brown, Associate Director, Production
Nnamdi Nwigwe, Editor
Jake Schwartz, Editor
Deliverables:
:15s SHAI 001: ARES GREY
:15s SHAI 001: CHARM BLACK
:15s SHAI 001: HAIL CLAY
:15s SHAI 001: MASI BLUE
