New Era Legacy House
City Edition · Creative Treatment
New Era × Legacy House · NBA City Edition

New City.New Era.

How a city makes a rookie one of its own.

Begin the journey
The pitch, at a glance

One idea.
Three moves.

Authentic docu-style branded content.
01
The Film

New Era welcomes four NBA rookies to their new cities with one cinematic film each, shot in a single day across three stops: an iconic landmark, a local gem, and the arena.

02
The System

Everything else, the short-form clips, arrival posters, and activations, is cut from that same footage, so one shoot day becomes a season of content.

03
The Cap

The City Edition cap is the through-line, the object that turns a newcomer into a local.

New City ✦ New Era ✦ NBA City Edition ✦ Four Cities ✦ Four Rookies ✦ New City ✦ New Era ✦ NBA City Edition ✦ Four Cities ✦ Four Rookies ✦
Prologue

Before the
player arrives

The city is already awake. Scroll through the morning it wakes to.

First lightCoffee poured, shutters up
The streets moveBuses, bikes, the first crowds
Neighborhoods breatheCorners, stoops, storefronts
Doors openKitchens fire up for the day
The arena stirsLights hum, floors get swept

The story begins before the rookie arrives.

How it works

One film.
Everything flows from it.

Structure
What it is · what it outputs
One shoot day per city
The single production input
The Road-Trip Film
One long-form cinematic anchor
Three Stops Per City
The structural backboneLandmarkLocal gemThe arena
Short-Form Content
The volume layerPlayer-led clipsReels · TikTok · ShortsSame shoot
Physical Activations
Real-world reachArrival postersCity roadmapsQR drops

Four cities.
Four rookies.
One shared beginning.

A journey through the places, traditions, and people that define a new home.

City 01
Rookie · TBD
City 02
Rookie · TBD
City 03
Rookie · TBD
City 04
Rookie · TBD
The route

Three stops.
One city.

Stop 01

Iconic
Landmark

The city's most recognizable location.

The cap gets introduced
Stop 02

Local
Gem

A neighborhood spot locals swear by.

The cap gets noticed
Stop 03

The
Arena

The home court, empty before the lights come on.

By now, the cap's just his
The product

The Cap.

The one thing in every frame. By the last shot it's the proof the city claimed him.

Colorway
Drawn from the city's own palette.
The flag
The City Edition mark, front and centered.
The brim
Detail shots that let the design do the talking.
The volume layer

Short-Form
Content.

Player-led, cut from the same shoot day. Reels, TikTok, and Shorts: five repeatable formats per city.

/ 01

Local Favorite

A neighborhood staple recommended by the people who know it best.

/ 02

The Cap

Detail shots of the City Edition cap: the colorway, the flag, the brim.

/ 03

First Impressions

Real reactions as the rookie experiences the city for the first time.

/ 04

Before The Lights

A quiet moment inside the arena before game day begins.

/ 05

Locals React

Organic, unscripted reactions from city locals about the new player and his cap.

A New Era
in [City].
Poster moment · 4 : 5
Signature moment

The Arrival
Clips.

  • The player does almost nothing.

    Walk up, put the poster up, react. Two minutes of his time.

  • It names the brand out loud.

    "New Era" lives in the on-screen text, not just on the hat.

  • Built to tease.

    Individual clips drop 24 hours before each city. The all-four film headlines launch day.

  • Five pieces. One beat.

    Four arrivals plus the combined cut. A series fans come to expect.

One shoot day ✦ A season of content ✦ Build once ✦ Run it back ✦ One shoot day ✦ A season of content ✦ Build once ✦ Run it back ✦
What it delivers

One shoot day.
A season of content.

Every city's single shoot becomes a full slate: one film, a short-form library, and the moments that live on the ground.

0
Road-trip film
0
Short-form clips
0
Arrival clips
0
City roadmaps
0
Authentic player/cap photos

The city speaks. The rookie lives it. New Era owns it.

New Era Legacy House For Your Consideration