New Era Cap - Director of Billustration - The Martin Group

Announcing Josh Allen’s big new role.

Challenge
When New Era Cap named Buffalo Bills quarterback and reigning NFL MVP Josh Allen as its newest equity partner—and gave him the tongue-in-cheek title of “Director of Billustration”—the moment called for more than a press release. It needed content that could rise to the occasion. The Martin Group was tasked with creating a launch video that captured Allen’s personality, reflected the magnitude of the news, and connected with fans, media, and the community. And with just days from briefing to shoot, the assignment was as urgent as it was ambitious.

Solution
Our creative and production teams got to work developing a format that blended scripted humor with everyday workplace relatability while also ensuring we maximized our two-hour shooting window with Allen. We created short, lighthearted scenarios starring the beloved quarterback to bring his “Director of Billustration” role to life that could be featured separately for ongoing social content. We also held mock interviews with his “bosses” at New Era for an additional comedic layer and to allow us to stitch our scenarios into a longer story for the official announcement video. Between scripting and storyboarding, directing and filming with Buffalo-based cinematographer Torrey Johnson, and post-production, our team owned the process from start to finish—delivering a polished, entertaining announcement video on a lightning-fast timeline.

Results
The announcement video and overall campaign debuted on 716 Day (named for Buffalo’s area code and taking place on July 16) and immediately made waves across the region and beyond. National outlets including Sports Illustrated, Yahoo, Sporting News, and Fox Business covered the story, while the first run of Billustration hats sold out within hours of launch. Using Josh’s hand-drawn Bills logo that has garnered viral fame among Buffalo fans, New Era also partnered with Oishei Children’s Hospital to auction off hats designed by their patients, which raised more than $12,000 each thanks in large part to this launch’s massive social and digital reach. For New Era, the campaign generated the buzz they were hoping for and reinforced their reputation as a leading sports apparel brand. For us and our Bills-obsessed colleagues, it was an opportunity we won’t forget.