UGG Winter 2024 Ad Campaign

UGG Winter 2024 Ad Campaign by Agency AKQA with Director Erynn Lamont and Photographer Javier Castán

UGG hits the slopes and embraces the joy of the outdoors with its Winter 2024 campaign. The campaign was created in collaboration with creative agency AKQA, director Erynn Lamont, and photographer Javier Castán.

Captured in a remote town in the mountains of Chile, the narrative centers around a dream winter vacation. With a bold and bright energy, the squad of young friends embark on familiar winter activities – as well as less unexpected one, like a game of badminton in the snow.

The campaign is unmistakably geared towards Gen-Z viewers on social media, which is a smart place for UGG to live. With the broad and bright range of imagery coupled with energetic videos that can be edited and rereleased in bite-sized formats over the course of the gifting season, the production is wisely geared to draw engagement across TikTok and Instagram.