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 and showcased the hats in a very stylish manner. 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 quite serious and moody (as showcased here) and one that was more playful and fun, as you can see here: New Era – Manchester United
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 then worked closely with the players to make them feel as relaxed as possible, playing music on set and only getting them to do things that were pretty natural to them anyway.
The films have been promoted on both the New Era and official Manchester United social media channels, with superb results.
“Great team with a fantastic energy, took all feedback and reacted to it very quickly. Highly organised and delivered beyond what was required”