Sports · Apparel Collab · Installation
A 75th anniversary campaign that landed in an Extra Butter pop-up and on the walls of Madison Square Garden.
The Brief
Extra Butter partnered with Mitchell and Ness to release a capsule collection celebrating the Knicks 75th anniversary. They did not want a standard product video. They wanted something that reminded New Yorkers why this franchise matters.
We were brought in to bring the collaboration to life for both the in-store pop-up and a Madison Square Garden installation. Two very different spaces that needed one cohesive story.
The Approach
Extra Butter has built its reputation on being culturally fluent and distinctly New York. The production had to match that energy. Irreverent, proud, and deeply rooted in what makes this city and this franchise iconic.
Handling direction, cinematography, and editing in-house meant the visual language stayed consistent from the boutique floor to the arena wall.
The Results
The campaign lived in two places at once, a boutique pop-up and Madison Square Garden, and felt at home in both. The work became part of the larger Knicks 75th anniversary story.
Placing Filtayrich content at the intersection of sports culture, streetwear, and New York identity.