ICONIC FROM THE FIRST STEP
UGG
Celebrating UGG’s iconicity and heritage through their largest global campaign to date, Iconic From The First Step tells the story of UGG and the people that crafted its legacy.
I led the development of the campaign’s visual identity and collaborated closely with film and photography direction from ideation to production, building a cohesive narrative across all mediums.
FEATURED: Dazed, Hypebae, Highsnobiety, Grazia, NSS Magazine, Rolling Stone, Ad Age, Ads of the World, WWD
Celebrating UGG’s iconicity and heritage through their largest global campaign to date, Iconic From The First Step tells the story of UGG and the people that crafted its legacy.
I led the development of the campaign’s visual identity and collaborated closely with film and photography direction from ideation to production, building a cohesive narrative across all mediums.
FEATURED: Dazed, Hypebae, Highsnobiety, Grazia, NSS Magazine, Rolling Stone, Ad Age, Ads of the World, WWD
2025
BRAND IDENTITY • CAMPAIGN • ART DIRECTION
ROLE: DESIGNER
AKQA GLOBAL CCO: SHU HUNG
CREATIVE DIRECTOR: EOGHAN O’DRISCOLL
SENIOR DESIGNER: PAULO RAFAEL
COPYWRITER: ALLY PYLE
DIRECTOR: GIA COPPOLA
PHOTOGRAPHER: SAMUEL BRADLEY
STYLIST: JORDEN BICKHAM
KEY TALENT: ELSA HOSK, SARAH JESSICA PARKER, STEFON DIGGS, CENTRAL CEE, RINA SAWAYAMA, LEAH DOU, LIL CHERRY, AWENG CHUOL, ALTON MASON, JEREMY SCOTT, AND FOUNDER BRIAN SMITH
BRAND IDENTITY • CAMPAIGN • ART DIRECTION
ROLE: DESIGNER
AKQA GLOBAL CCO: SHU HUNG
CREATIVE DIRECTOR: EOGHAN O’DRISCOLL
SENIOR DESIGNER: PAULO RAFAEL
COPYWRITER: ALLY PYLE
DIRECTOR: GIA COPPOLA
PHOTOGRAPHER: SAMUEL BRADLEY
STYLIST: JORDEN BICKHAM
KEY TALENT: ELSA HOSK, SARAH JESSICA PARKER, STEFON DIGGS, CENTRAL CEE, RINA SAWAYAMA, LEAH DOU, LIL CHERRY, AWENG CHUOL, ALTON MASON, JEREMY SCOTT, AND FOUNDER BRIAN SMITH
