Following up on our success with Vic Mensa we were again engaged to create a strategy and narrative around another millennial actor and musician, Super Duper Kyle for a Footaction and UGG partnership. We had to shoot Kyle in NYC as he was wrapping up filming a movie there. Working with Kyle, his management team, along with UGG and Footaction, we pitched the idea of ‘Kyle’s Super Duper NYC Adventure’ featuring Kyle as the uber Californian, a fish out of water, surf board in tow, exploring New York City.

Kyle arrives in NY with his board on water taxi, circling Ellis Island and taking in the skyline. His first stop is at the last phone booth in NY to check on a weather report, looking for waves, and to call his Super Duper crew. Everyone meets on the infamous 3rd Street basketball courts. After the game, Kyle jets off in his vintage VW bus to the utterly vibrant Chinatown to take in the sights and have noodles! Kyle ended his day on top of his VW Bus in Times Square, surrounded by fans, pulling out his board and crowd surfing as he does in concert. Kyle finds himself the “morning after’ in the quiet zone of Strawberry Fields. He ends his adventure as he chills, has some donuts and coffee, and Imagines.

We captured Kyle’s adventure of being lost and found in NY in stills and video, while simultaneously we had Kyle recording his own footage, on a D-Cam. The end piece was a combination of his story about his story. His stand alone footage was also used as a campaign teaser on social platforms.

The campaign was featured in-store, across owned, earned, for both UGG and Footaction and with paid digital partners like Complex, Hypebeast, XXLmag, and others.