UGG has launched its Autumn/Winter 2024 New Winter Lifestyle Campaign, produced by Agüita and creatively led by AKQA.
Directed by Erynn Lamont, the campaign delivers vibrant and cinematic films showcasing UGG’s winter collection, merging fashion-forward aesthetics with the brand’s iconic comfort. Known for her technical expertise, Lamont directed and served as director of photography, capturing the bold, playful scenes with a diverse cast and an eye for storytelling.
The campaign, shot in a remote mountain town in Chile, faced logistical challenges, including snowstorms and freezing equipment, but concluded with visually stunning hero films, product shorts, and stills. Each element of the campaign highlights the unique blend of high-performance tech and style within UGG’s winter collection, inviting viewers to “make winter their runway.” Watch below:
AKQA Chief Creative Officer Shu Hung praised the project, saying, “UGG’s winter collection strikes a perfect balance – beautiful design meets exceptional functionality. Erynn’s direction captured this essence in truly magical moments.”
Agüita’s co-founders, Veronica Leon and Yamel Thompson, emphasized the significance of the project, with Thompson noting, “We are huge UGG fans, and partnering with a brand that champions emerging, minority-owned creative companies made this a dream job.” With bilingual, culturally adaptive leadership, Agüita’s team expertly navigated the multilingual production, bringing UGG®’s vision to life in vivid, immersive style.
As a multicultural company led by acculturated, Hispanic, bilingual EPs, Agüita’s oversight was vital to the shoot’s success. The team’s ability to switch between English and Spanish seamlessly made for a smooth and efficient shoot.
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