CANADA GOOSE x SGA
The Challenge
Introduce the latest collection from Canada Goose x Shai Gilgeous-Alexander and assert Shai’s status as a style force.
The two Canadian icons came together to transform pieces from the brand’s rich archive into a limited-edition collection created by Shai. Our job? To craft a campaign that told the story of what’s shaped Shai’s style evolution—from his Canadian roots to his inner circle.
The Solution
The integrated campaign, featuring still photography and narrative-driven video, spanned 360 touch points including OOH, email, web, and social.
The strategic organic social rollout helped drive hype and sustain interest around the collection—even when the product sold out immediately.
With a documentary-style approach, we captured moments of Shai in conversation with his inner circle — Lil Yachty, his brother Thomasi Gilgeous-Alexander, and Geovanny Caceres — as they discussed their creative passions and lives as athletes and artists.
We kicked off the campaign with a teaser vignette to set our scene and hint at key talent.
Behind-the-scenes footage captured on set highlighted high-energy moments with Shai and his inner circle, dimensionalizing our hero assets.
For deeper storytelling, we captured fly-on-the-wall moments of Shai putting together his looks, providing inside access to his personal style.
The Results
- 15.4KFollower Growth
- 36MOrganic Reach (Earned + Owned)
- #1IG Post in Views and Engagement
The Results
