Google Pixel PE's
GOOGLE PIXEL x WNBA ASW ‘23
Role: Ideation, Art Direction, Creative Direction
Ideation: Ram Rey Duran, Sadé Robinson
Art Direction: Sadé Robinson
Copywriter: Ram Rey Duran
Creative Direction: Ram Rey Duran, Carrie Oehm, Jimi Henderson, Justin Joo, Sadé Robinson
Production Team: Jennifer Fortune | Brand Team: Maria Medrano
Production Partner: David Kushner // Lab Six Group
Client: Google Pixel Client Partner: Under Armor
We partnered with kicks creator Katie Shaffstall to cook up a pair of custom Under Armour Breakthru 4 kicks to gift Kelsey before she hits the biggest stage.
The team cooked up three ideations to hand over to Katie to make these customs a reality.
While all three were dope, there could only be one: Plum Dawg
We looked to get design consideration ahead of applying the creative to the kicks and ensure the league is aligned.
We captured Katie’s process from start to finish.
Then, we passed the kicks to Kelsey in a luxe box with the special PE’s waiting inside.
Shooting solely on a Google Pixel, We took viewers through Katie’s process as she broke down who she is, what she does and how she made such a dope custom.
We captured texture shots and close-ups of Katie putting paint to sneaker, and stills showcasing the creation process (and finished product) of each design element.
The devil is in the details and we really wanted to make the shoe feel like the DAWG herself.
