NBA Hardwood Classics

Enzo Drew teamed up with New Era to creative direct and produce a photo and video campaign for the launch of their NBA Hardwood Classic program. This collection represented the first time in several years where a headwear manufacturer other than Mitchell & Ness could produce styles featuring the iconic retro NBA logos.

For the direction, we took a move straight from the sci fi playbook. In the feature video, Elvin, a rec center staff member enters the basketball gym to find a time machine in the middle of the court. He is then transformed into the 90s, where he is met with the New Era NBA Hardwood Classics collection. Styled immaculately to the era, Elvin showcases the collection through a series of tricks, dunks and shots until the 24 second shot clock runs out. Then the machine shoots him right back into the present day, collection in hand.