The NYC Taxi Hat Campaign introduced the brand’s new line of Amazon hats with a setting that felt both nostalgic and quintessentially New York. Filming inside a classic yellow cab resonated with the brand’s multigenerational audience, particularly its strong New York following, who could see themselves bopping around the city in summer, EMG hats in tow. Blending relatability with an iconic urban aesthetic, the campaign positioned the collection as an effortless staple for city life.