Approached by New Era, we were commissioned to create key visuals for their introduction of THE 9.
Three new cap silhouettes inspired by lightweight casual sportswear and tailored for everyday life.
The package included a 60 second product film, featuring fully modelled versions of caps alongside filmed content,
and also stills for print and online usage.
We paid close attention to the finely tuned details that make THE 9 so cutting edge. Ensuring our focus was
on the key features, such as the flexible visor and a lightweight design, we offset the 5, 6 and 8 panel caps
against soft, flexible textures.
Based on previous classic New Era silhouettes, we wanted to deconstruct THE 9, cementing the tagline,
“The 9. Reset, reimagined, reinvented”.