To launch New Era's revolutionary new line of high-performance headwear and create a new category of sportswear,
we proposed a campaign that took ownership of one of the few white spaces left in the crowded performance category:
sports psychology.

The campaign brought to life the cooling benefits of the new breathable, lightweight headwear by focusing on high-intensity, in-game moments when the pressure is on, when cooler heads prevail and when victory or defeat is determined by who stays coolest under pressure.

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NEW ERA CAPS | IT'S ON CAMPAIGN

The visual identity that we created based on this idea depicted an athlete's headspace during high-pressure moments. We featured three overlapping thoughts: the task at hand, a distraction and the athlete him or herself, and we combined them in such a way as to isolate the athlete, highlight the task and push the distraction into the background.

CREATIVE DIRECTOR | KRIS MANCHESTER
ASSOCIATE CREATIVE DIRECTORS | JEAN-DANIEL PETIT, NICHOLAS PAGET
ART DIRECTOR  | DANNY DEMERS
PHOTOGRAPHER: GUILLAUME SIMONEAU

*Additional photography and video clips were used to mock and illustrate some concept and ideas. These photos and videos come from other photographers and directors.