A BRAND NEW ERA

❶ the vision.

A new era for New Era.

New Era Australia & New Zealand was preparing to launch its lifestyle clothing line in the Australian market for the first time, creating an opportunity to establish the brand as more than its iconic caps. We created A BRAND NEW ERA, a high-fashion campaign built around custom studio worlds that introduced this new chapter while honouring New Era’s sporting and streetwear heritage. The campaign elevated the collection through a distinctly Australian lens, presenting a more expansive vision of what New Era could represent.

Industry

Fashion, Lifestyle

type

Commercial, Social Ads

Client

New Era Australia & New Zealand

The challenge.

With an established lifestyle apparel presence in other parts of the world, New Era had an opportunity to define its own path in Australia. Shaped by diverse diasporas, Australia brings together cultures with distinct relationships to fashion, sport and streetwear. Our challenge was to introduce the clothing range in a way that spoke to that mix, creating a fresh local expression while honouring New Era’s roots and the heritage that made it a global icon.

❷ the outcome.

Creating worlds that represent the past, present and future of New Era.

At BEAM Studios, we built three distinct worlds to represent the past, present and future of New Era. The first drew on the brand’s sporting heritage, grounding the collection in the culture and history that shaped it. The second explored its place in contemporary streetwear, while the third looked ahead, imagining a new expression of New Era through its lifestyle apparel.


We developed each world through set design, props, styling and lighting, considering how the talent and clothing would sit within each space. Each set needed its own character, with a visual thread connecting all three. Together, these worlds became the backdrop for our photography and motion campaign, introducing the collection while carrying New Era’s roots into its next chapter.

A BRAND NEW ERA
New Era Australia & New Zealand, 2026


production company BARRENO STUDIO
executive producer JESSICA MAGTALAS
producer JOSHUA BARRENO
client DAMIEN TANG


talent MADELEINE SACHETTA, KANA EDGECOMBE, MAX SNELLING & JACKSON SMITH


co-directors JOSHUA BARRENO & SIMON KIM
assistant director HAREL FELICIANO


director of photography SIMON KIM
1st AC DANIEN BERENDS
gaffer FRANCIS HEALY WOOD
best boy REMUS CARE-PARISI

art director ADRIAN JUNG


production designer SHANAHBELLE MACDONALD
set builder BEAM STUDIO / KHANH NGUYEN


stylist SIMON FINNEGAN
stylist assistants ELLA NOLASCO & ROXY FROESE


hair and makeup artist NISAL ATAPATTU
hair and makeup assistant RIANNA ARHONTISSAS


photographer / photo editor JM TUBERA
photo assistant AUBREE MARANAN
digital operator MOESHA PINA
BTS photographer JILLIAN RAMOS


video editor SIMON KIM


runner JUDD ABELLO

A one-day studio campaign celebrating ten years of the New Era 9FORTY A-Frame, with three tailored film versions and a collection of campaign stills for New Era Ecom, Red Rat Clothing and Culture Kings.

(The solution)

We partnered with Nectar Café to rebuild their brand from the ground up and lift their visibility online and off. Our approach comprised:

Brand Strategy & Identity
  • Conducted a workshop to define the cafe’s personality, audience, and unique value (community, comfort, craft).
  • Developed visual and verbal identity: refreshed logo, colour palette, typography, brand voice.
Creative Design & Collateral
  • Redesigned in-store signage, menus, packaging, and takeaway materials to reflect the new identity.
  • Created a library of high-quality assets: hero photography, lifestyle imagery, stylised typography for social.
Digital Marketing & Social Strategy
  • Launched a content calendar covering Instagram and Facebook: weekly posts, stories, promotions to engage local audience.
  • Ran targeted local-area ads to bring new visitors: “Come discover us” offers with limited-time specials.
  • Implemented simple analytics tracking: foot-traffic uplift, engagement rates, new-follower growth.

The Impact We Made

+34%

Social media followers

+28%

Website traffic

+19%

In-store sales

+42%

Engagement rate