17/19
UGG
THE COLLECTIVES
Campaign
A snapshot of the initial UGG reposition 'sell in' followed by 5 successful seasons which continues today. Being approached by the Fashion President of UGG the key brief was to increase brand heat, capture a younger audience and raise fashion credibility with implementation of renewed brand values, tone of voice and 360 creative. Based on the concept of real people, stories and places relevant and authentic to California taking the brand back to it's roots building cultural values. We selected a collective of Californian creatives ‒ bringing writers, social activists, musicians and artists together. From Tasya Van Ree, an artist who explores the connections between identity and fashion to then emerging actress Sasha Lane to rock legend Kim Gordon. Each embody the spirit and values of the brand with their style and connection to California reflecting the new visual identity. Surfers and skaters were street cast adding to authentic storytelling building a community of inspiring and unique individuals. In conjunction with a strong collaboration and marketing strategy we successfully achieved this major shift in brand position. Photography - Frederic Auerbach. Film directors - Kauai Molierno + Michael Barth. Style - Kate Ruth.
17/19
UGG
THE COLLECTIVES
Campaign
A snapshot of the initial UGG reposition 'sell in' followed by 5 successful seasons which continues today. Being approached by the Fashion President of UGG the key brief was to increase brand heat, capture a younger audience and raise fashion credibility with implementation of renewed brand values, tone of voice and 360 creative. Based on the concept of real people, stories and places relevant and authentic to California taking the brand back to it's roots building cultural values. We selected a collective of Californian creatives ‒ bringing writers, social activists, musicians and artists together. From Tasya Van Ree, an artist who explores the connections between identity and fashion to then emerging actress Sasha Lane to rock legend Kim Gordon. Each embody the spirit and values of the brand with their style and connection to California reflecting the new visual identity. Surfers and skaters were street cast adding to authentic storytelling building a community of inspiring and unique individuals. In conjunction with a strong collaboration and marketing strategy we successfully achieved this major shift in brand position. Photography - Frederic Auerbach. Film directors - Kauai Molierno + Michael Barth. Style - Kate Ruth.