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Editor's pick film

Mat Maitland brings surrealist style to Hunter campaign film

Hunter has collaborated with visual artist Mat Maitland for a surreal, technicolour film as part of its autumn/winter 2014/15 campaign.

The spot features models including Charlotte Wiggins and Neelam Johal hiking through a forest, set against a mountainous backdrop as driving rain, flashes of lightning and a collage of floating Hunter boots arrive. A cast of animals referred to as “icons of the British countryside” including lambs, foxes, fish and geese also appear.

Maitland, who is known for his surrealist imagery and distinctive style of multi-layered compositions, said of the piece: “My focus was on depicting a mysterious dreamlike world reminiscent of the Highlands. I tried to explore the relationships between animals, people, landscapes and fashion, an idea which emerges from the collaged and abstract images pulsating on the screen.”

The film showcases new footwear, outerwear, knitwear and accessories from the Hunter Original collection, including the Original High Heel, Original Chelsea and Original Poncho. A series of stills from the video are shown below.

Maitland also created a short film that was projected onto the central surround of the Hunter Original spring/summer 2015 show during London Fashion Week last month.

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Editor's pick film mobile social media

Hunter to partner with tech start-up Grabyo for real-time #LFW show

Hunter Original AW14 Look 1

Live and localised are two key phrases you can associate with the Hunter Original show due to be held at London Fashion Week next Saturday, September 13.

The British-based wellington boot brand, in its second ever season showing on the runway, is set to partner with real-time video start-up Grabyo in order to deliver up to 10 instantaneous highlights from the catwalk to its fans via Twitter.

Key moments as they unfold will be available for followers in 10-45 second clips, whether at a desktop or viewing via their smartphones (which is where the majority of traffic inevitably tends to be seen based on Grabyo’s past experience).

Better yet, said content will also be geo-targeted on Twitter so the type of items shown from the collection are reflective of the user’s particular region and climate.

Read the full story at Forbes.com.

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social media

Hunter uses Instagram video as second screen to #LFW show

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Hunter might be the new kid on the block this London Fashion Week season, but its show and accompanying social media coverage was as slick as the best of them.

The famous wellington boot brand introduced its new Hunter Original line with models parading along a catwalk covered in water. Under the creative direction of Stella McCartney’s husband Alasdhair Willis, this was a stylish line of practical outerwear, not to mention numerous new footwear pieces, fit for the current UK weather.

But for those watching online, it was the Instagram video posts that particularly stood out. In a sea of thousands of #LFW tagged images, not to mention endless blurry runway Insta-videos, Hunter took to the platform with a series of high quality, pre-produced clips.

Created as part of the wider #beahunteroriginal social media campaign, each one was designed to “capture the inspiration behind the collection and allow a deeper insight into what is being seen on the runway”. What that actually meant was quite abstract, creative work.

Overlaid copy set the theme – “If you’re born a pioneer”, “Forged by the desire to discover” or  “Take the path that others dare not take”, from one to the next. Graphics spliced in then showed a section of a boot, a close-up on a fabric or an original sketch, as well as a series of autumnal outdoor scenes nodding to the heritage of the brand.

Willis said: “Born out of a passion to innovate, a pioneering spirit has always been at the heart of the brand. This spirit is key as the future vision for Hunter is developed and the reason for leveraging Instagram in this way. We are delivering a unique experience for the Instagram community, in real time, providing a deeper insight into the story of the collection and the world of Hunter Original.”

Hunter referred to the Instagram move as its LFW “second screen experience”. See each of the posts below…