My relationship with New Era began in Detroit and grew into a five-year collaboration that took me from New York, Boston and Los Angeles to locations across Europe and the UK.

I produced campaign photography alongside the brand’s wider creative team, while also working closely with their e-commerce strategy to create imagery for each quarterly collection. Working that closely with a brand means you start to understand more than the brief. You absorb the culture, the people and the reasons behind what they are trying to communicate.

For New Era, that culture is deeply connected to sport, identity and belonging. Their campaigns explored the tribal nature of supporting a team — the shared symbols, rituals and sense of being part of something bigger. Campaigns such as We Reign As One and Always On Side drew heavily from the relationship between American sport and the culture that surrounds it.

The work ranged from large-scale campaign imagery to the consistency and volume of E-Comm photography required across seasonal collections. It was a collaboration built on trust, a strong understanding of the brand and a shared desire to make the work feel like New Era — wherever we were shooting.