MAKING UGG RELEVANT AGAIN

With an 84% awareness rate, but only 21% for consideration, it was clear that fame wasn’t translating into desire for UGG. The goal was to shift brand perception and make UGG desirable to a new generation of consumers.

Over a 4 year period, I was the creative lead on a team that helped to refresh UGG’s brand presence. We pitched and implemented a social strategy and visual style that moved UGG from its tired reputation, to helping them reclaim their fashion-icon status that you see today. My work involved campaign ideation, social content planning, art direction and content shoots.

Photography by Maximilian Hetherington