New Era Cap: NFL Sidelines Collection

Every NFL season kicks off the same way: players and coaches get new sideline caps, and millions of fans suddenly need the exact same one. New Era Cap's 2023 NFL Sidelines Collection campaign existed to make that need feel urgent—and shoppable, driving fans to retail and e-commerce before the first snap.

I was tasked with writing the scripts that would become the anthem film, broadcast spots, and social cutdowns that followed fans everywhere. The caps sell themselves on the sideline. Our job was selling them everywhere else.