MALEKSALEHI
CREATIVE PRODUCER
CANADA GOOSE X SALEHE BEMBURY X NBA
BRIEF Launch the Canada Goose x Salehe Bembury x NBA collection with a 360 creative campaign that brings together Salehe’s signature design sensibility, NBA’s long standing heritage, and Canada Gooses’ ethos to “play in the open.” Garner buzz with a Gen-Z audience and make Canada Goose top-of-mind in the cultural space.
WHAT I DID Oversaw the internal creative team in treatment development and pitch process. Brought in director Foster Huntington (Movie Mountain) to expand upon the team’s creative vision to pay homage to 90s NBA commercials and the nostalgia of outdoor childhood play. Worked in lock-step with the director to produce a series of stop-motion films, starring a mini Salehe wearing the collection and playing basketball, fishing, and juggling (his real hobbies). Led teams to meet necessary production checkpoints and approvals unique to stop-motion.
Worked out of Washington for BTS capture and team immersion into the process. Produced 360 deliverables including social/digital, OOH, and interactive experiential booth at NBA All-Star Weekend Cleveland. The booth served as a life-size version of the film set where attendees viewed the collection and “fished.”
LAUNCH VIDEO
VIDEO : SOCIAL
360 CAMPAIGN
NBA ALL-STAR WEEKEND ACTIVATION
DELIVERABLES
— Video
Hero spot (:30s)
X3 cutdowns (:10s)
— Out of home
— Social/digital
– BTS & PR package
– Experiential activation at NBA All-Star Weekend