Who We Reign


New Era wanted to create a campaign for their caps to resonate with different urban audiences such as BMX bike groups, female empowerment groups (with the irony of a queen having 12 disciples), musicians, and baseball players, ending with a resolution showing a man (Dave East) being softened by his daughter's love. We composed the music with energetic hiphop feel, using a distorted 808 to drive the energy and transitioned to the soft ending with drum-less sparse keys.