9FORTY A-FRAME 10 YEAR ANNIVERSARY

10 years of an iconic cap.

To mark ten years of the 9FORTY A-Frame, New Era brought us on to create a campaign across film and photography. The campaign celebrated the cap’s anniversary through a suite of visuals made for New Era Ecom, Red Rat Clothing and Culture Kings. The brief was to give the 9FORTY A-Frame’s ten-year milestone a campaign with presence: one that celebrated the product while giving each New Era partner a version that felt made for its audience.

We brought the campaign to life through a full-day studio production. Film and stills were captured together, creating a cohesive library of campaign imagery, product moments and on-body portraits. The anniversary story carried through the details, from the visual identity to the final edits.

The challenge.

The entire campaign had to be captured in a single day. We needed to make time for both film and photography, while gathering enough material to celebrate the 9FORTY A-Frame’s tenth anniversary and deliver a complete set of assets.

There was another layer of complexity: the assets needed three tailored versions, for New Era Ecom, Red Rat Clothing and Culture Kings. To keep the production moving, we stationed three teams to work simultaneously across the day. Each version had to feature the right account’s product while still feeling like part of the same campaign.

With a tight schedule and so much to capture, every setup needed to work hard. The challenge was to keep the production moving without letting the pace compromise the quality of the images or the details in each version. We got it all done in one day.

Three accounts, three teams.

By the end of the shoot, we had captured a full suite of campaign photography and motion in a single day. The footage became three tailored hero films for New Era Ecom, Red Rat Clothing and Culture Kings, each featuring the right account’s product while carrying the same anniversary campaign look and feel.

We also delivered social cutdowns and a collection of campaign stills, including on-body imagery, product details and group portraits. The films were supplied in 16:9, 9:16 and 4:3, giving the campaign flexibility across different placements and platforms.

Three teams worked in parallel to make the schedule possible, then every asset came together as part of one cohesive campaign. The result was a broad, connected set of visuals celebrating ten years of the 9FORTY A-Frame: captured, produced and delivered from one focused day on set.