Creative directed New Era x Wilson drop
Challenge
Design a photo campaign bold enough to stand out on digital and loud enough to turn heads at All-Star Weekend. The concept needed to center women’s empowerment without being heavy-handed. With a tight budget, the shoot also had to deliver assets fit for large-scale print production.
Approach
The campaign featured four color drops, each tied to an emotion represented through on-model photography. The creative leaned into energy, color, youth, and vibrancy to make the work feel bold and expressive without overexplaining. The product was given the same energy and emotion as the models by posing it in unique, dynamic ways
Execution
Delivered a photo catalog for use across digital and physical platforms. The work also inspired a custom photobooth setup, using a wide-angle lens mounted high to mimic the feel of a selfie — turning the campaign into an experience.
