HFR NYC / Direction

Huffer by Huffer
 
Creative Direction
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2014

RF. created a campaign for an already designed Winter clothing collection — Huffer by Huffer. This involved all-round creative direction, budget management, casting and location scouting — in order to generate a body of branded content to use in editorial, billboards, in-store and on television.

Huffer have been making clothes for 17 years, throughout their journey the DNA has never changed but has never been fully defined. New York City, the birth place of street culture and a hub of constant inspiration, seemed the perfect fit to showcase the new collection, ‘Huffer by Huffer’. Drawing from their roots in technical outerwear, we took that knowledge and blended it into the seasonal campaign. The result below.

Credit: / Sam Hickey / Ana Vemic / Steve Dunstan / Ben Rayner / Zara Mirkin / Neil Young / Tom Gould / Aimee Mc Farlane / Chaun / Malik / Beal / Alan Yuch / Marcel Castenmil