Rain Check? Never.
Hunter Spring 2026 Part I
Campaign concept, one weather promise: rain-ready lifestyle storytelling across on-location photography, video, e-commerce, email, paid social,
Challenge
Hunter needed a campaign that made rain feel like momentum, not interruption. With one hot, public location day in Miami and no controlled rain environment, almost every scene had to be directed for puddles, wet streets, and atmosphere that would be built in post.
Strategy
Build the story around a simple promise: in Hunter boots, the day keeps moving. I used AI-assisted image exploration in Figma to pre-visualize rain and puddles so the team could plan movement, framing, and mood before we got to set.
Execution
I led creative direction from pre-production through post, guiding the campaign across stills, motion, social, and digital. On set, I directed the creative in real time and worked closely with outside video partners and the social team to make sure the final assets captured the intended mood and product story.
The campaign also launched as Hunter moved to a new site platform and template. I shaped the digital rollout around that new framework so the imagery, video, and campaign modules worked harder, especially on mobile.
Results
The campaign created a cross-channel asset library from one shoot and one idea, spanning Hunter’s website, email, paid social, organic social, and video. The updated site format gave the work a stronger home on owned channels and a more considered mobile experience.
The AI-assisted workflow also helped the rain concept feel planned from the start, extending the atmosphere across stills and motion instead of treating it as an afterthought.
Launch
Spring 2026
Creative Direction Amanda Jones, Photographer Jeff Allen, Videographer The Working Assembly, Wardrobe Stylist Jamie Frankel, Production RADAR Productions and The Framewrk
Editorial Stills
Built for New Site Experience
The campaign launched as Hunter moved to a new site platform and template, creating a stronger framework for campaign storytelling and a more considered mobile experience.
Planning the Weather with AI
The shoot was planned around weather that would be created later. These before-and-after studies show how AI-assisted rain and puddle exploration helped define the atmosphere, guide post-production, and extend the Rain Check? Never. world across final campaign assets.
Original Shots
On-location frame directed for movement, product visibility, and a planned weather treatment in post.
AI Weather Adjustment
Rain and puddles were added to complete the campaign atmosphere while keeping the original movement and styling intact.
Paid Social Creative
As paid social becomes a bigger business driver for Hunter, these assets were created as a flexible performance system, then adapted and optimized across sizes and placements for Meta, Google, and Performance Max (PMax). The goal was to keep the Rain Check? Never. world polished while making the videos work harder in fast, product-forward formats.