Highland Fling

03.09.2015 Hunter : Heritage : Anti-authenticity
A Hunter Highland Fling by Thomas Traum for Hunter Original, UK

Edinburgh – Digital artist Thomas Traum has collaborated with Scottish footwear company Hunter to create a campaign video set in a digitised highland landscape.

  • Campaign is a departure from the brand’s typical heritage-based marketing
  • Promotes Hunter’s new autumn/winter 2015 collection

Set to a soundtrack of nature sound effects and electro pop, the Hunter Highland Fling film depicts a group of hikers attempting to cross the digital landscape. Rather than make the landscape look natural, Traum has enhanced the colours beyond their natural pigments and inserted 3D models of animals into the shots.

The campaign continues the theme explored by Hunter during London Fashion Week, in which the brand recreated Scottish glens complete with metal waterfalls crossing the runway.

The Big Picture: Hunter is one of several brands adopting an emerging trend that eschews the overwrought trope of heritage. Find out why consumers are responding positively to Anti-authentic Marketing strategies by booking a ticket to Beyond Borders, our forthcoming Autumn/Winter 2015 Trend Briefing.

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