The UGG Classic is as iconic as any fashion product ever created. The biggest challenge for UGG, indeed for any brand, is to continually evolve the creative and the narrative to engage new customers and keep products relevant to them today, wherever they are in the world. Arguably, the scale of this challenge increases the more iconic the product is.

A year on from our global re-positioning which focused on how UGG’s customers respond to the brand emotionally and how it makes them feel, we worked with UGG to create a campaign for the EMEA region working with talent that are both relevant to the UGG customer today and who mirror their brand values.

The new campaign adds regional relevance to the global campaign and supports the brand’s emotive positioning, bringing a vibrant youthful energy and cultural dynamism to the brand.

We commissioned and briefed Berlin-based artist Ruohan Wang to paint a mural on London’s Redchurch Street as a backdrop for the campaign.

Our talent were shot against the mural, including London-based rapper Enny, model and disabilities advocate Ryan Zaman and model and body-positive advocate Enam Asiama. This group of talent reflect the diversity and vibrancy of UGG today.


Alongside the films and stills, we also developed and shot moments for Tik Tok and Instagram that celebrate each creator’s unique style and individual talents.

The campaign presents a cast of unique creators inspiring us all to be true to ourselves and simply to Feel You. And in telling their stores, UGG tells its own.