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Working closely with Hunter’s Creative Director Alasdhair Willis, the model shots for the campaign were captured by acclaimed photographer and filmmaker Elaine Constantine, chosen for her inimitable vision of British youth, which has featured in iconic campaigns and publications such as The Face, Vogue and W magazine.
BAFTA nominated for her film, Northern Soul, Elaine coached the cast in the studio environment in order to convey the unique spirit, nostalgia and sense of youthful adventure that runs throughout the campaign. The photography comprises four scenes, presenting different stages of the journey. From a picnic complete with sandwiches and a Thermos flask to navigation with orienteering maps and trekking poles, a traditional British adventure is created for the campaign. Climbing ramps and ladders, the models played out the journey against green screens, later transformed into a backdrop of the rugged landscapes of Scotland.
In the spirit of Hunter Original, the Scottish Highlands, the heritage of the brand, were recreated with digital renders in a new, modern treatment of the brand’s home and heartland, produced by pioneering visual artist Thomas Traum. Blurring the renders and photography into one, the cast is set within a dramatic and hyperreal Scottish landscape of heathers and lichens, mountains and lakes, in each scene the skies becoming darker as rain clouds roll in.
This campaign develops on the story of the London Fashion Week show, which saw the Scottish glens reappropriated. A vast urban industrial space was filled with metal waterfalls cutting through the runway, bringing us on a different journey from the city, again into the wilds of the Scottish Highlands.
The campaign presents new footwear, outerwear and accessories from the Hunter Original autumn/winter 2015 collection. The designs featured in the campaign include Hunter icons the Original Poncho, Smock and Original Chelsea, as well as new styles introduced at the London Fashion Week show, the Original Galosh Heel, Original Wader and Original Lichen-Print Wool Coat.
