Canada Goose, streetwear brand KidSuper, and the NBA join forces to unveil their collaborative capsule collection through a captivating mixed media campaign set against the majestic backdrop of the Niagara Escarpment. Directed by Jamie Webster of Common Good, the campaign introduces NBA luminary Shai Gilgeous-Alexander as the newest global brand ambassador for Canada Goose.
In this visually stunning commercial, the KidSuper x Canada Goose x NBA partnership takes center stage, blending the essence of each brand with a contemporary twist on the concept of adventure. Amidst a picturesque wilderness painted with vibrant hues, KidSuper founder Colm Dillane and companions are guided through uncharted territory by Shai Gilgeous-Alexander, communicating via walkie talkies. The spot, designed to resemble a trailer, hints at a broader narrative beyond its conclusion, leaving viewers intrigued.
Common Good’s production team masterfully constructs a cohesive world that seamlessly integrates Canada Goose’s ethos of ‘Play in the Open’ with KidSuper’s artistic vision and sense of wonder. Drawing inspiration from post-impressionist painters, director Jamie Webster infuses the campaign with a touch of surrealism, elevating the forest setting to an imaginative realm.
Filmed on the challenging terrain of the Niagara Escarpment, the production demanded meticulous planning akin to a military operation. Despite facing adverse weather conditions and logistical hurdles, the team successfully transformed the landscape, enhancing the natural beauty with vivid visuals. Shai Gilgeous-Alexander’s scenes, shot against a blue screen, allowed for flexible post-production adjustments to ensure seamless integration with the dynamic setting.
Stefani Kouverianos, Executive Producer at Common Good, reflects on the project’s cultural significance and creative ingenuity, noting its unique and playful approach. Director Jamie Webster praises the collaborative effort, particularly highlighting the seamless coordination with photographer Kane Ocean and the exceptional professionalism of Shai Gilgeous-Alexander, who brought authenticity and charm to the campaign.
Titled ‘Venture into the Unknown with Shai Gilgeous-Alexander,’ this compelling campaign transports viewers on an exhilarating journey through fashion, art, and athleticism. Released in Canada in February 2024, the campaign showcases the seamless synergy between Canada Goose, KidSuper, and the NBA, offering a tantalizing glimpse into the world of adventure and style.
With its captivating narrative and breathtaking visuals, the campaign exemplifies the spirit of exploration and creativity, inviting audiences to embrace the thrill of venturing into the unknown alongside a charismatic NBA star and two iconic brands.
