Hunter + Dunlop
ART DIRECTION | CONCEPTING | AI
Creative Director // Jed Jecelin and Renae Diller
Copy Writer // Trevor Villet
Art Direction // Margaret Kellogg
Production // Galen Frazer and Justin Keefe
The Hunter x Dunlop FieldPro and RigPro boots were designed to bring together the best of both brands, combining Hunter’s iconic, recognizable style with Dunlop’s trusted safety technology. This collaboration introduced a new kind of boot that doesn’t force a trade-off between design and performance, but instead delivers both in a way that feels seamless, functional, and built for real-world use.
The Concepts
CONCEPT 1
One of the initial concepts explored a surreal, almost dreamlike world inspired by past Hunter campaigns, where the boot sits at the center of the environment. Surrounding it, small figurines act out the types of work these boots are designed for, creating a sense of scale and storytelling within the scene. The entire world is drenched in saturated color, pushing a more vibrant, female-focused take on durability and performance.
CONCEPT 2
This direction focused on capturing the boot in motion, stepping through mud, moving through different environments, and holding up over the course of a full day’s work. The settings are rooted in real life, reflecting where the boots would actually be worn, but are enhanced with cinematic lighting to create a more intentional, elevated feel.
CONCEPT 3
This concept explores a more fashion-forward lens, capturing the boot through dynamic, editorial-style photography. Studio product shots are layered with environmental imagery, building a composition that reflects where the boot is worn while still keeping the focus on form and design. The result is a more stylized, graphic approach that blends utility with a fashion-driven perspective.
The Shoot
The Results
In building out the final artwork, I focused on preserving the integrity and detail of the images we captured while seamlessly integrating them into AI-generated environments. A big part of the process was making sure the lighting, texture, and perspective all aligned, so the final scenes felt cohesive and believable. The goal was to enhance what we shot, not overpower it, using AI as a tool to extend the environment and create a more immersive, finished world.
