Etra Agency handled end-to-end execution of the New Era x FC Barcelona campaign, managing production, talent coordination, logistics and creative execution alongside director Guillermo Aliaga. We translated the concept of urban football and street culture into a real, organic narrative, integrating the city of Barcelona as an active element and ensuring the cap featured naturally within the protagonists' styling, actions and dynamics. The project strengthened the bond between New Era, the club and the city, delivering an authentic piece with strong cultural and visual impact.