Prepared by Shareef + NEWW Brand pitch / test layout
Launch world / marketing direction

Shareef by Shaq

ComplexConNYC FilmPhoto EditorialZineGiftingGlobal Release

A major brand moment: ComplexCon introduces the next era of Shaq Brand through Shareef, building a world around his life, movement, people, and culture, with New York as the living backdrop.

Deliverables preview

  • Compilation film and social cutdowns
  • Photo Editorial campaign images
  • Shareef Interview quote cuts and captions
  • Release strategy, asset map, and captions
  • Printed zine for ComplexCon shoe purchases
  • ComplexCon booth screen loops and content prep
  • Packaged budget and production plan

The world

Shareef, family, skaters, unisex representation of the shoe, music/studio energy, basketball references, gaming, shopping, dinner, nightlife, and everyday city movement.

The backdrop

NYC gives the campaign density: streets, bikes, shopping, parties, shows, food, friends, street corners, and natural cultural momentum.

The tone

Youthful, playful, product-aware, and cultural. Not too corporate, not too high-fashion, not a standard e-commerce shoot.

The system

ComplexCon is only the beginning: introduce the shoe, create energy, create desire, sell out, then carry the same world into the global release and the next chapter of Shaq Brand.

The main character of the film is the shoe. The film should feel like a lot is happening at once: fast, social, high-energy, and all connected by the shoe as it moves through Reef’s NYC world. It should work as a hero film, social engine, big-screen ComplexCon moment, and the first signal of where Shaq Brand goes next.

Moments

  • Driving through NYC
  • City bikes and street movement
  • Shopping and product discovery
  • Dinner, hibachi, and friend-table energy
  • Fashion Week parties, shows, and nightlife

People

  • Shareef as the thread through everything
  • Family, friends, and real-life community
  • Unisex representation of the shoe
  • NYC skaters, creatives, and artists
  • Studio energy and Shareef making beats

Texture

  • High-energy cuts and overlapping worlds
  • Jumbotron-scale screen moments
  • Shoe-led transitions between scenes
  • Day-in-the-life pacing with campaign polish
  • Loose real-life clips that still feel intentional
Editorial reference 1 Editorial reference 2 Editorial reference 3
Editorial references → Shaq Brand + Shareef collab posts + ComplexCon booth screens

Direction

Product-forward, real-life, street-level, and wearable. The photos should show the shoe clearly, how it fits, and how it can be styled without feeling like a standard e-commerce shoot.

Model References

The zine will be printed and gifted at ComplexCon whenever someone buys a shoe. It should make the campaign playful and youth-facing, not just premium or high-fashion.

Source material

  • Original ideation renderings
  • Unreleased shoe versions
  • Considered colorways
  • Basketball photos + graphics
  • Film / music / gaming references

Interactive pieces

  • Connect the dots
  • Word searches
  • Find-it games
  • Hidden details
  • Activity-book layouts
BDC zine reference 1
BDC zine reference 2
BDC zine reference 3
BDC zine reference 4
BDC.pdf reference pages → printed zine gifted with shoe purchase at ComplexCon

This is not a formal sit-down documentary setup. It is a run-and-gun interview that follows Shareef as he moves through the environment, with the conversation happening inside the same world as the shoe.

Style

  • Handheld and in motion
  • Conversational but still clearly an interview
  • City texture, transitions, and real-time energy
  • Subtitled quote moments

Scope

  • Interview prompts and story direction
  • On-the-go capture with Shareef
  • Product and lifestyle cutaways
  • Edit into short quote-led moments

Use

  • Social quote clips
  • Caption language
  • Zine pull quotes
  • ComplexCon booth screen context
Airbrushed shoe concept with white background removed

A small run of airbrushed shoes becomes a marketing tool: limited, personal, and tied directly to the ComplexCon-exclusive sweatsuit language.

Concept

Hire an artist to airbrush select shoes with a similar tribal design language to the sweatsuit releasing exclusively at ComplexCon.

Purpose

Use the custom pairs as a gifting plan that makes the launch feel collectible and gives the brand a stronger product story beyond the standard release.

Source
Output
Channel
Source

Video shoot

NYC movement, Fashion Week party, family, skaters, and daily-life moments with the shoe as the connector.

Output

Hero video

Main campaign film and short teaser cut that market the shoe through the larger world.

Channel
Shaq Brand + Shareef collab postShaq Brand IGComplexCon booth screens
Source

Social clips + stills

Product-focused, heavily branded moments across city bikes, shopping, dinner, arcade, bowling, shoes in the wild, family, friends, skaters, and BTS.

Output

Product-focused clips + loops

Fast product-first cuts and booth loops that connect the screen experience to the social campaign and keep pointing back to the shoe.

Channel
Shaq Brand + Shareef collab postsShaq Brand IGComplexCon booth screensZine
Source

Photo Editorial

Still images, product heroes, fit references, styling moments, and lookbook selects that clearly show the shoe.

Output

Lookbook + social posts

Still-image assets that show the shoe clearly, how it fits, and how it can be styled across the campaign world.

Channel
Shaq Brand + Shareef collab postsShaq Brand IGComplexCon booth screensZine
Source

Shareef Interview

An on-the-go, run-and-gun interview with Shareef’s voice, product story, personal context, and soundbites that explain why the shoe matters. It should still feel like an interview, not a sit-down documentary.

Output

Quote cuts + captions

Interview clips, quote pulls, captions, and story-led posts that add meaning to the release.

Channel
Shaq Brand + Shareef collab postsComplexCon booth screensZine
Source

Gifting

Custom airbrushed shoes using tribal design language connected to the ComplexCon-exclusive sweatsuit.

Output

Seeding concept + content

Artist process, finished custom pairs, gifting moments, and product detail assets that make the release feel collectible.

Channel
Gifting planShaq Brand IGZineComplexCon booth screens
September 11

NYC party + Reef’s World filming

Film the party, NYC movement, Shareef POV, Neww support, and source moments for the compilation video.

Week of September 14

Editorial shoot window

Shoot in NYC or Orange County studio. Capture editorial, iPhone images, and stills.

Week of September 21

Artist build + zine graphics

Orange County artist build, airbrushing, skateboards, zine graphics, content pulls, and BTS capture.

Final push

Edit, approve, package, deploy

Main video, cutdowns, screen loops, social stills, graphics, deck, budget, and brand approvals.

Production

  • NYC film shoot
  • Editorial photo shoot
  • iPhone content capture
  • Shareef interview
  • Edit + cutdowns

ComplexCon media

  • Screen-loop content
  • Product storytelling moments
  • Sweatsuit + shoe visuals
  • Social capture prompts
  • Event-to-release continuity

Gifting

  • Airbrushed shoe concept
  • Artist coordination
  • Display pairs
  • Gifting pairs
  • Artist BTS

Design

  • Zine graphics
  • Activity pages
  • Product graphics
  • Archive content pulls
  • Social + screen content deliverables

Included cost assumptions

  • Core NEWW team travel to NYC, including flights, lodging, meals, and local transportation
  • Model fees and basic talent coordination for the Photo Editorial
  • Local photographer / videographer support for shoot execution
  • Airbrush artist fee for the custom shoe gifting concept
  • Standard zine printing for ComplexCon shoe-purchase gifting
  • Standard edit, design, export, and delivery labor across the full package
  • Any expanded shoot days, premium talent, larger print run, product units, paid media, or major scope changes would be approved separately
Phase
Deliverable
Includes
Cost
Phase 1
1. Release strategy + asset map
  • Campaign through line
  • Channel plan
  • Final asset grid
  • Captions
  • Rollout strategy
$25,000
Phase 1
2. Compilation film
  • NYC film shoot
  • Travel / local production support
  • Hero campaign edit
  • Teaser cutdowns
  • Final exports
$40,000
Phase 1
3. Photo Editorial
  • Creative direction
  • Model fees / coordination
  • Editorial photo shoot
  • Lookbook selects
  • Final campaign images
$15,000
Phase 2
4. Social clips + stills
  • Product-focused clips
  • Heavily branded stills
  • Booth/social variants
  • Platform exports
$10,000
Phase 2
5. Shareef Interview
  • On-the-go interview
  • Story prompts
  • Product cutaways
  • Quote cuts
  • Caption language
$10,000
Phase 2
6. Zine concept + design + printing
  • Page design
  • Activity pages
  • Image sourcing
  • Pull quotes
  • Print-ready file
  • Standard print run
$15,000
Phase 3
7. Airbrushed shoe gifting
  • Airbrush artist fee
  • Artist coordination
  • Custom shoe concept
  • Gifting plan
  • Product detail assets
$7,500
Phase 3
8. ComplexCon media support
  • Screen content plan
  • Looping media exports
  • Social/content versions
  • Launch-world continuity
$15,000
Phase 3
9. Campaign production oversight
  • Content timeline management
  • Travel logistics
  • Creative approvals
  • Team handoff
  • Delivery QA
$22,500
Recommended production package
$160,000

NEWW packages the full sprint into one clear sticker price: launch at ComplexCon, create energy and desire around the shoe, support sell-through, then carry the same campaign world into the global release and the next era of Shaq Brand.

Base package includes the listed campaign and content production assumptions. Physical booth design, CAD, fabrication coordination, Freeman submission, and on-site booth build oversight are handled under the existing booth SOW. Any expanded shoot days, premium talent, larger print quantity, product units, paid media, shipping/freight, rush fees, or additional revision rounds may adjust based on final scope and approval timing.