Hunter - Autumn / Winter 2015

A Hunter Highland Fling

Brief: Connect Hunter to a younger audience putting its pioneering Scottish spirit at the heart to give it relevance in todays world.

Concept: Launch the Autumn / Winter campaign 'A Highland Flag' with adventure through hills, lakes and mountains, but bring a sense of modernism and surrealism with digital landscapes, all set in the scottish highlands. Then bring this onto the biggest fashion stage of all, London Fashion Week with the use of industrial spaces and giant metal waterfalls, bringing a flavour of modern Scotland to the city. The creative direction then ran through the whole season in everything we did as a brand from look-books, store windows, Japan store openings and events.

Creative: The film’s use of technological advances is unconventional yet applicable. By creating stylised 3D aesthetics, we explored more novel uses in design and art. We created a campaign story that is not only pleasing when it comes to the clothing, but also the spirit that the clothing should be worn in – innovative and imaginative. The narrative builds in the story of the Hunter show at London Fashion Week, where the Scottish glens were recreated in an industrial space in the capital using metal waterfalls across the runway.

Fun Fact: Recreating waterfalls in a warehouse in south London is wet work.