Hunter Spring 2025

Turning a functional proof point into the hero visual, across multiple product pillars, stills, and campaign videos.

Challenge
Hunter wanted to break from the heritage positioning it had clung to for years and reach a Crocs-adjacent Gen Z customer, a buyer who treats footwear as identity, not utility. The Spring 2025 line expanded beyond the rain boot into sandals, clogs, and sneakers, and the campaign had to carry that expansion as its own divergent story: fresh, cool, genuinely youth-coded, while keeping waterproof top of mind.

The brief implicitly asked for two things the industry usually treats as a choice: technical proof and youthful desire. Heritage signaling would lose the new customer. Pure fashion signaling would lose the reason to choose Hunter over Crocs.

Strategy
Collapse the two. Turn the functional proof point into the hero visual. Instead of a clean product demo showing waterproofing as a feature, I concepted a full editorial world around it, a water tank submerging the boots and sandals, inflatable transparent furniture, exaggerated Gen-Z-coded posing. The product demo became the brand moment. The technical story and the youthful story weren’t a tradeoff, they were the same image. The brief was executed through this concept in full: the water tank, the transparent inflatables, the posing language, the pillar structure all came out of this one decision.

Execution
I directed the full campaign ecosystem across four product pillars: waterproof, neutrals, spring arrivals, sneakers. Each with its own video cut tuned to a different audience and placement. Everyone worked from a single creative brief I wrote and held against, so the on-figure shoot, the still-life shoot, and the video shoot returned as one campaign, not three. Standard operating model from my Marc Fisher work: 50+ assets per day, crews scaled appropriately to the brief.

Results
This campaign creative approach of wide angle photography, contemporary styling, abstract approach to waterproof, and more contemporary models has become the go forward strategy for this brand as the results continue to deliver. This framework set up the creative territory for the Fall 2025 Back-to-School extension.

Creative Direction Amanda Jones, On-figure photography Carla Guler, Still life photography Greg Delves, Videography Georgia Fitzgerald, Wardrobe styling Julian Fetterman, Prop styling Damien Vaughan Shippee

Launch
Spring 2025