Curry Brand

Challenge

Curry Brand’s creative team approached us to bring their vision to life for the release of De’Aaron Fox’s signature shoe, the 1’s. The concept revolved around a mysterious Santa delivering gifts to various basketball players’ homes, leaving subtle hints about his true identity. The challenge was to keep viewers intrigued—was it De’Aaron Fox all along?—while incorporating Easter eggs that teased whose house was receiving the first pair.

APPROACH

With a strong creative concept in place, our task was to bring this playful and mysterious Santa to life through dynamic cinematography, immersive lighting, and a fully transformed holiday set. We used fluid dolly movements, silhouettes, and reflections to maintain his secrecy while adding an energetic pace that mirrored his transition from stealthy to playful. To capture the essence of the Bay, we choreographed Santa’s movements into iconic Bay Area dances like the Thizzle and the Smeeze, reinforcing De’Aaron’s cultural influence. A custom hyphy-inspired track amplified the fun and swagger, while set design transformed the house into a full Christmas wonderland—stockings, twinkling lights, and a glowing fireplace created a festive, nostalgic atmosphere. Carefully balanced lighting kept the warmth alive while preserving an air of mystery. Finally, tight, deliberate framing highlighted key storytelling moments, ensuring the final gift reveal (“From Swipa, To The Chef”) felt like a satisfying payoff.

SERVICES