RESUME

New Era: "Rep Your City" Campaign

Role

Art Direction

Video Editing

Voice Over Artist

Tools

Adobe Illustrator

Adobe Photoshop

Adobe Premiere Pro

New Era is a company that began by making caps for baseball players. These caps were eventually sold to baseball fanatics who wanted to show support for their favorite teams. Although New Era is still widely known as a baseball-centric brand, what the company might have never expected to see is its prominence within the culture and community of rap and hip hop.

Since the 1990s, rappers have worn New Era caps not only to support local sports teams, but also as a way to represent the cities they call home. “Rep Your City,” an experiential marketing campaign, is New Era’s way of celebrating rap culture and music for bringing the brand closer to a new demographic.