Hunter Fall 2025

One campaign concept, two audiences, two video cuts: back-to-school across editorial, video, e-commerce, and paid social.

Challenge
Hunter’s Fall 2025 Back-to-School moment needed to reach two distinct audiences, little kids and older teens/college students, without fragmenting into two separate campaigns. The collection had to feel seasonal and energetic while staying true to Hunter’s craftsmanship and heritage.

Strategy
Hold a single campaign idea at the concept level, then split the expression at the media level. One creative world, a nostalgic, prop-rich campus environment, that could host both a kids-driven “Back to School” story and a young-adult “Campus Cool” story without either feeling like the other’s afterthought.

Execution
I directed the full campaign from concept through rollout. The editorial and video world: dynamic wide angles, a location the mimicked a school environment, exaggerated posing, and campus-ready props: backpacks, notebooks, four-square balls, jump ropes, sidewalk chalk, built as a shared visual language. Two campaign videos calibrated to audience and on-figure stills: Back to School for kids, Campus Cool for women and men. These assets populated the e-commerce and paid social rollout I designed and supervised through launch.

Results
Campaign launched on schedule across Hunter’s owned channels for Fall 2025. Combining the kids and adults campaign meant we were not producing two separate campaigns, stretching creative budget while holding brand consistency across placements.

Launch
Fall 2025

Creative Direction Amanda Jones, Photographer Jeff Allen, Videographer Matt Kilefner, Wardrobe Stylist Jamie Frankel, Prop Stylist Rachel Stickley