THE ASK

Launch Shai Gilgeous-Alexander’s first signature shoes: SHAI 001: BUTTER, HAIL CLAY, CHARM BLACK, and MASI BLUE with a video campaign that ties together the family-driven narratives of each colorway, while still spotlighting Shai’s rise as a player

THE IDEA

A series of films that place Shai at the highest moment of his career thus far, expressing gratitude to the people who made him who he is. Each asset connects a colorway to a specific person in his life, told through symbolic visual storytelling rather than dialogue.