Canada Goose

Venture into the Unknown with Shai Gilgeous-Alexander

Agency: Common


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.”

This professional campaign titled 'Venture into the Unknown with Shai Gilgeous-Alexander' was published in Canada in February, 2024. It was created for the brand: Canada Goose, by ad agency: Common. This Film medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted 2 months ago.


Director: Jamie Webster
Executive Producer: Stefani Kouverianos, Dwight Phipps, Julian Nieva
Producer: Sharon Yoo, Trae Ngyuyen
Production Manager: Shannon Brand
AD: Billy Shand
Coordinator: Miguel Diaz
2nd AD: Beritu Ahmed
Location Scout & Manager: Scott Hizaka
ALM: Clyde Forshaw
Location Rep: Jamie Koth
Director of Photography: Christophe Collette
1st AC: Matt Veen
2nd AC: Michael Yablonski
VTR: Manny Rego
BCAM 2nd AC: Max Sims
DIT: Johan Arthurs
BCAM Op/Ronin Op: Mark Skinner
Drone Assist/Ronin Tech: Trevor Harris
Drone Pilot: Trevor Harris
Gaffer: George Petras
Best Boy: Shon Christian, Alistair Dempsey
3rd: Will Houston, Dan Veldman
Genie Op/Driver: Ryan Harris
Grip: Derek Teakle
4th: Paul Rikonnen
5th: Steve Purvis
6th: Derek Teakle
Prod Designer: Michael Leach
Buyer: Michael Cameron
On Set Props: Kris Finnigan
Set Dresser: Kaitlyn Shea, Emma Hesson, Peter Redford
Stills Photographer: Kane Ocean
Digi Tech: Josh Hotz
Stills Assistant: Adam Coish

Wardrobe: Skye Kelton
Wardrobe Key on Set: Vanessa Campana
Wardrobe Assist: Sabrina Campana
Hair/MU: Lisa Kolmakova
Hair/MU Assist: Racquelle Nembhard
Script: Selene Strilesky
Sound: Kevin Mckenzie
Boom Op: Nicolas Koscik
PA SUV Talent Shuttle: Kelvin Nguyan
PA PU truck DOP Shuttle: Ben Wilson
PA PU truck Crew Shuttle: Katherine Clark
PA Driver PU Truck Support: Michael Shmidt-Urquhart
PA Driver PU Truck Grip: Matt Galanti
PA Driver PU Truck Lighting: Vicent Macnamara
PA PU Truck Camera: Randy Moore
PA Lighting/Grip P/S/W: Austin Martin
PA Support/P/S/W: Ian McGillivray
PA Wardrobe fittings/Set: Asha Mohammed
PA Camera Cube: Erik Berg
PA Set/SUV: Raquel Cole
Prod/Ward/Beauty trailer Driver: Robbie Southhorn
Craft Chef: Grace Guerra
Craft Key: Jamshid Tajdolat
Craft Assist: Andreia Betti

Offline Editorial: DAYDREAM
Editor: Red Barbaza
Asst Editor: Chris Rey Basalo
Colourist: Clinton Homuth @ Artjail
Finishing: Artjail
Audio: OSO

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