Family-run company New Era has been going since the 1920’s. Partners with the National Football League, they have continued with their reputation for quality and style by bringing a classic, uniformed look to the sidelines. New Era approached Standby to work on a creative concept that would capture the players personalities whilst also showcase the awesome hat wear of New Era. They wanted the films to be sharable, great content for fans and to create a cool/fun vibe with the players.
Standby worked closely with New Era to develop a concept that really focussed on the players personalities showing their fun side, whilst they wear the hats. We wanted to incorporate on-screen motion graphics, focussing on the players first names rather than their familiar surnames, to give a nod to them more personally, as well as highlight the product names.
The concept evolved to create two films for New Era; one that was playful and fun (as showcased here) and one that was quite serious and moody, as you can see here: New Era – Ours Is Today
We studied the social media profiles of the players taking part in the ad, so when it came to directing them I wasn’t asking them to do anything too out of the ordinary.We knew from our research that Marcus and Jesse were good mates, so when they were practising one of their intricate handshakes, that are often seen on the pitch, it was perfect and incredibly natural. When they messed up it caused lots of laughter which, again, really helped show a side of the players rarely seen.
The films have been promoted on both the New Era and official Manchester United social media channels, with superb results.
“We enlisted the help of Standby Productions to create a powerful piece of content focused on the new headwear collection to engage with Manchester United fans around the world. From concept to delivery, Standby have excelled in its innovative approach to the brief.”