Inspired by the beaches, mountains, and iconic architecture of California, the UGG Collective campaign tells the story of eleven unique individuals that personally and collectively represent the spirit of the brand. The global campaign will primarily run on digital channels, but will also be featured in UGG retail location and select OOH placements. Meet the UGG Collective:
Tasya van Ree: An American artist and photographer, Tasya cites Sally Mann and Francesca Woodman as inspiration. Her work explores the relation between fashion and identity through a romantic and intimate lens.
Warm Brew: Ray Wright, Manu Li and Serk Spliff form the LA-based rap group, Warm Brew. The group uses rap to reflect their unique West Coast upbringing and to promote authenticity over façade.
Hanalei Reponty: Born in French Polynesia, Hanalei learned how to swim before she could walk. Starting her career as a professional surfer, she now divides her time between surfing and running a successful surfwear line.
Sakae Patrick: Sakae is a Swedish-Japanese surfer born in San Francisco and raised in Japan. Having spent years traveling the globe as a competitive surfer, he’s called Hawaii, Australia, Indonesia and currently, Southern California, home.
Aleali May: Blogger Aleali’s style is a cool mix of street grunge and the avant garde. A force of creative energy, she epitomizes the strong and independent West Coast urbanite.
Colleen Heidemann: Colleen has spent her life traveling the world from Bangkok to New York to London to Paris. She now calls Southern California home and devotes her time toward combating the prejudices of ageism.
Yasmina Jones: Singer-songwriter Yasmina splits her time between her self-made desert home in Joshua Tree and a vintage ‘70s fishing trawler in Venice Beach. She defies the status quo with her free-spirit lifestyle.
Haden McKenna: Born and raised in Venice, Haden spends his time surfing and skating through LA. Effortlessly cool and laid back, he is a fixture at Venice Beach’s historic skate park.
Daniel Hivner: Growing up in Long Beach, Daniel finds stability and peace through surfing, skateboarding, snowboarding, and martial arts. Bold and adventurous, he thrives off the freedom and exhilaration of life.