In My Era with New Era
In My Era with New Era
New Era wanted to position the cap as a cultural uniform worn by creatives across Europe. The challenge was simple but delicate: give the talent genuine space to be themselves while ensuring the creative direction kept the brand's role clear and present.
Creative Lead
Social Strategy
Production
4 examples of exceptional creative talent across Europe 🔥
4 examples of exceptional creative talent across Europe 🔥
8 assets across 2 platforms (TikTok & Instagram) optimised to tell their stories 🤝
8 assets across 2 platforms (TikTok & Instagram) optimised to tell their stories 🤝
I led the creative production end to end across three productions, researching each creative, understanding their spaces and what informed their practice, then building the visual and narrative strategy around that. On the ground, I directed the interviews in English and Italian, writing prompts designed to draw out genuine story.
I led the creative production end to end across three productions, researching each creative, understanding their spaces and what informed their practice, then building the visual and narrative strategy around that. On the ground, I directed the interviews in English and Italian, writing prompts designed to draw out genuine story.
I led the creative production end to end across three productions, researching each creative, understanding their spaces and what informed their practice, then building the visual and narrative strategy around that. On the ground, I directed the interviews in English and Italian, writing prompts designed to draw out genuine story.
In the edit, the challenge was distilling complex creative practices into social formats without losing the narrative. I developed visual hooks rooted in each talent's world: a content creator with their camera, a clothing customiser with their materials, a painter with their medium.
In the edit, the challenge was distilling complex creative practices into social formats without losing the narrative. I developed visual hooks rooted in each talent's world: a content creator with their camera, a clothing customiser with their materials, a painter with their medium.
In the edit, the challenge was distilling complex creative practices into social formats without losing the narrative. I developed visual hooks rooted in each talent's world: a content creator with their camera, a clothing customiser with their materials, a painter with their medium.
Each story was then shaped into two distinct formats: one for Instagram, one for TikTok. Optimised for platform without compromising on storytelling.
Each story was then shaped into two distinct formats: one for Instagram, one for TikTok. Optimised for platform without compromising on storytelling.
Each story was then shaped into two distinct formats: one for Instagram, one for TikTok. Optimised for platform without compromising on storytelling.
