CAMPAIGN

GOING RIGHT AT THE COMPETITION

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

SPORTS PSYCHOLOGY.

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The visual identity that was created was based on the epic idea depicted in an athletes 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 was as to isolate the athlete, highlight the task and push the dissertation in the background.

via @Behance