The Challenge
Hunter built its reputation on one product: the Original Wellington Rain Boot. Worn by royalty, adopted by festival crowds, imitated by many. The challenge was: how do you honor a legacy without getting trapped by it? Hunter needed to speak to a new generation of buyers without alienating the customers who made the brand iconic.
The Insight
The boot’s staying power isn’t nostalgia. It’s the fact that it has always been both fashionable and functional — something you wear because it works and because it looks right doing it. That tension between utility and style is the brand’s most honest story.
What I Did
I put together a campaign built around Hunter’s heritage as a foundation, not a ceiling. My copy and designs worked together to position the Original Wellington as a modern wardrobe essential — rooted in history, but still relevant now. Executions ran across Instagram and OOH formats.
My Role: CW & Designer (Spec)
Credits
CD: Matt Tarulli
Designer: Andrew Ralston Smith
CW: Andrew Ralston Smith
