All work

New Era

For “Are You Part of the New Era?”, fans uploaded photos of themselves in New Era caps. Some of them came in for photo shoots, and we ended up with more than 100 individual creatives, each with their own point of view. That’s what set it apart from a standard brand campaign.

“New Era Fits in a Whole New Way” introduced the company’s new apparel line, borrowing the look fans already knew from the headwear ads. And New Era Tradition celebrated the history, culture and ambitions of Historically Black Colleges and Universities.

Client New Era Cap

Role Creative direction, design

Work Fan photo campaign, apparel launch, HBCU campaign, packaging

Two New Era 59FIFTY cap ads with young men in fitted caps

‘Are You Part of the New Era?’ ads

New Era 59FIFTY cap ad in an open magazine

59FIFTY cap ads

New Era apparel ad in an open magazine

New Era apparel ads

Two New Era apparel ads with young men in jackets and caps

‘New Era Fits in a Whole New Way’, apparel ads

New Era 'Are you part of the New Era?' postcards

‘Are You Part of the New Era?’ postcards

New Era Tradition lookbook cover and spread

New Era Tradition, HBCU Lookbook

New Era Tradition lookbook open to a spread of young men in varsity jackets

New Era Tradition, HBCU campaign

New Era Tradition lookbook photo: two young men in varsity jackets in a wood-paneled room

New Era Tradition, spread

'Inspired 59FIFTY' woven shirt label

Inspired 59FIFTY neck label

New Era 'Inspired 59FIFTY' hang tag

Inspired 59FIFTY hang tag