Spring 2017

Inspired by the beaches, mountains, and iconic architecture of California, the UGG Spring campaign shares the story of eleven unique individuals that were cast because collectively they represent the spirit of the UGG brand, from a Swedish-Japanese competitive surfer Sakae, to blogger Aleali, and hip hop group Warm Brew, to Tasya van Ree, an artist and photographer, to ageism activist Colleen Heidemann, along with, surfer Hanalei Reponty, Yasmina Jones, skater Haden McKenna, and Daniel Hivner.

Challenges

• To produce and cast a cohesive campaign in 3 locations, over 3 days, with 11 authentic and ‘real’ personalities that consisted of men, women, kids, seniors, influencers, musicians, models, skaters, surfers, artists, and eccentrics in stills and video
• To research and scout locations that met the diversity of the campaign needs, sourcing multiple options for each direction
• To manage and negotiate across a large cast and crew arriving from multiple locations with varying needs, desires and requirements
• To build in a fluid real time budgeting system that allowed for last minute changes, shifts, additions, due to accelerated schedule and global brand requests

Results

• All pre and post-production and delivered assets were on time and on budget
• Built and curated a global creative team that continued on to working on subsequent UGG campaigns
• Successful production that lead to 5 and counting additional campaigns with UGG

The global campaign will primarily run on digital channels, paid media, and across social and will also be featured in UGG retail locations and select OOH placements.