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The Official On-Field Choice

This Is the Cap

Solidifying New Era's position as the true, authentic cap of Major League Baseball.

Still from This Is the Cap
Client
New Era
Role
Chief Creative Officer
Year
2010
Disciplines
Broadcast, Digital Video

Brief

Establish New Era as the cap of Major League Baseball, and make that authenticity matter off the field.

Idea

This is the cap. Cut high-energy sports action against street style to make one point: the cap on the pros' heads is the one on the street.

Work

A broadcast spot driven by high-energy sports action and street style, proving that the cap worn by the pros is the only one that matters on the street.

Impact

A spot that connects on-field credibility with street culture, and makes 'official' feel like something fans want rather than a label.

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