Challenge
Hunter needed a campaign that moved the brand into a new summer context: waterproof sandals at the beach. The goal was to make Miami sand, sun, and shoreline movement feel like a natural extension of Hunter’s weather-ready world, not a departure from it.

Strategy
Shift the forecast from rain to summer. Instead of moving away from Hunter’s weather heritage, the story treated sun, sand, water, and movement as another version of weather-ready dressing.

The creative leaned into a simple, playful idea: Hunter does sandals, too. The visual world needed to feel beach-ready and easy, while still making the waterproof function clear in moments that felt natural for the product.

Execution
I led creative direction from pre-production through post, guiding the sandals story across stills, video, paid social, email, and digital. On location in Miami, I directed the creative in real time, working within the late-day shoot window to capture beach movement, product clarity, and a more playful summer read for the brand.

Results
The campaign created a focused summer asset library from the same Miami shoot, extending Hunter’s seasonal story beyond rain and boots into beach, water, and warm-weather styling.

Launch
Spring 2026

Creative Direction Amanda Jones, Photographer Jeff Allen, Videographer The Working Assembly, Wardrobe Stylist Jamie Frankel, Production RADAR Productions and The Framewrk