To mark the launch of Shai Gilgeous-Alexander’s first signature shoe, Converse tapped us to help shape a bold and immersive experience for NBA All-Star Weekend in downtown San Francisco.

The result was a dynamic, multi-zone environment where guests could relive Shai’s game-winning moments in a custom shootout, create beats inspired by the sounds of the SHAI 001, personalize Converse gear and experience live painting by UK artist Slawn. At the center of the space stood a towering 13-foot SHAI 001 sculpture — which transformed into Lil Yachty’s stage for a surprise performance. And throughout the city, unexpected guerrilla projections lit up SF landmarks, signaling Shai’s takeover.

For All-Star, Converse and SGA owned the cultural conversation, drawing thousands of visitors and dominating digital and real-world attention throughout the weekend.

Read about in Forbes