Let’s Build Together

Case Study · Creative Direction & Content Production

Content that doesn’t just look elevated. It sells out.

Briefs, shoots and sign-off across web, email, social and paid. Two campaigns, both over-delivered.

Brand

New Era Cap

Role

Creative Briefing, Art Direction, Production

Campaigns

MLB London Games 2024 · Halloween 2024

Channels

Web · Email · Social · Paid Media

Creative direction and content production, New Era Cap film-strip cover

The Results

0%
Premium collection sell-through in one week
0%
Increase in MLB licence sales that month
0%
Increase in website traffic (Halloween)
0%
Increase in sales (Halloween)

Project 01 · MLB London Games 2024

Two collections, one event, one tight budget

Two collections, two audiences, one fast-approaching event, and a budget that allowed no reshoots. Everything had to feel elevated and market-relevant, first time.

The creative split

  • Original collection: playful and streetwear-led, with energy, colour and fandom for the core audience
  • Premium collection: sophisticated, chic and empowering, an editorial treatment for a higher price point
  • Pin badges & accessories: collectible storytelling woven through both

Moodboards set the tone; two concepts shipped across flat-lays, styled stills and detail shots, giving one ownable look for the whole event window.

The payoff: 100% premium sell-through in a week. MLB licence sales up 30% that month.

Project 02 · Halloween 2024

Four packs, two weeks, one hype engine

Four packs (Spiderweb, Flame, Skull & Bones, Pumpkin), one unified campaign, with hype and lead-gen aimed at Spiderweb: the pack that had to sell through fastest.

The rollout

  • September: campaign planning and creative development
  • Early October: paid lead-gen campaign teasing the Spiderweb collection through an exclusive sign-up
  • Mid October: campaign teaser across channels
  • Late October: full campaign launch, promotion and reporting

The payoff: +30% website traffic, +20% sales, a growing social following and genuinely positive community feedback.

The Deck

Moodboards to market.

Creative deck, my role
Creative deck, MLB London Games creative brief
Creative deck, moodboard
Creative deck, visual representation concept 1
Creative deck, visual representation concept 2
Creative deck, Halloween campaign brief
Creative deck, Halloween campaign timeline
Creative deck, Halloween moodboard
Creative deck, Halloween visual representation and results

“I blend a strong visual instinct with strategic thinking to shape content that’s both aesthetically elevated and commercially effective.”

Next Case Study

Email Marketing: +70% YoY BFCM Revenue →