Alex McLeland | new era : retail campaigns
alex mcleland, art director, san diego, california, graphic design, commercial photography, retouching
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new era : retail campaigns

New Era is an international lifestyle brand with an authentic sports heritage that has spent over 92 years refining the art and science of crafting the best headwear in the world. Best known for being the official on-field cap for Major League Baseball and the National Football League, New Era has claimed its space as a global leader in headwear and accessories in the sports lifestyle category. From interactive retail installations to seasonal campaigns and product launches, the BASIC team helped New Era build a cohesive brand experience across all key retail accounts and channels associated with their MLB and NFL relationships.


Role: Product Retouching, Production Design

Client: New Era

Agency: BASIC

Creative Direction: Matt Faulk & Erich Broesel

Art Direction: Arthur Armenta

Photography: Dominic Cooley