New Era - Diamond Era — matthew schaffer / creative director

We were tasked with launching a new category of hat for New Era in partnership with Major League Baseball that features lightweight, sweat wicking technology designed for training. We showed the players in action - and how their training would effect their coming season's results. I also penned the line "Cool Heads Perform" which earned me the respect of my writer, and the indifference of my client.

We also proposed some low hanging fruit in the form of an app where fans could participate in workouts tailored by their favorite athletes. This idea was enthusiastically received and never talked about again.

Associate Creative Director / Art: Matt Schaffer
Creative Director / Copy: Todd Feitlin
Executive Creative Director: Dave Arnold