Venture into the Unknown with Shai Gilgeous-Alexander

Canada Goose, streetwear brand KidSuper, and the NBA have launched their collaborative capsule collection with a mixed media campaign shot on the Niagara Escarpment. Directed by Common Good’s Jamie Webster, it unveils NBA star Shai Gilgeous-Alexander as Canada Goose’s latest global brand ambassador.

The commercial brings the KidSuper x Canada Goose x NBA partnership to life in a way that highlights the best of each brand, while putting a modern spin on the idea of adventure. A vibrant visual feast, colourful clothing pops against a backdrop of luscious wilderness and a painted sky, as KidSuper founder Colm Dillane and friends are guided through the unknown by Shai, dialled in via walkie talkie. Intended to feel like a trailer, their dialogue teases a larger story transcending the end of the spot.

Production company Common Good crafted the unique world seen in the campaign, a seamless cohesion between Canada Goose’s motto, ‘Play in the Open’, and KidSuper’s emphasis on art and wonderment. The team went through several creative iterations to strike the right balance between outdoor exploration, playfulness, and surrealism, ending up with a refreshing transformation of the forest setting. Often influenced by the world of fine art, director Jamie sought inspiration from the gestural brush strokes of post impressionist painters.

Shot on the Niagara Escarpment, production was a tough feat that required military-like planning. After transporting all the equipment up the mountain in a convoy of pickup trucks, the team had to emulate spring on an overcast late autumn day in between bouts of torrential downpour - lending an additional practical use to the replacement sky. Shai’s footage also had to be shot on a blue screen prior to production on location - with no clue what the light would be like on the day, Common Good opted for a lighting setup that would allow for maximum flexibility in post.

Stefani Kouverianos, Common Good EP, comments: “This project really couldn’t have been more Common Good, it harnessed so many cultural touchpoints and put a stylish and playful spin on them. It’s a pretty unique film and that’s always our favourite kind of project”

Jamie Webster, Common Good Founder and Director, adds: “Our photographer on this project, Kane Ocean, is a close friend of mine and the studio. It was our first time collaborating on a project like this and it will not be the last: he’s great with talent and works super fast which is always necessary with professional athletes. Shai was also the best athlete I’ve worked with to date. He had great natural performance instincts and was very collaborative, so it was more about tweaking his natural demeanour and cadence. He’s just a super nice guy, who even brought his mom to set which was very sweet. It doesn’t hurt that he is incredibly handsome as well - striking from every angle. You can’t go wrong with a guy like that.”