Location

Seoul, Korea

Note

As executive creative director, I shaped UGG's global Feels Like UGG campaign—AKQA LA's first win with the brand and a pivotal moment in UGG's transformation from nostalgic Y2K relic to cultural powerhouse. The work helped drive the brand to over $2.2 billion in annual sales and unprecedented levels of engagement. Shot in Seoul with a globally diverse cast including Alex Consani, HANNI, and Precious Lee, the campaign positioned UGG's technical innovation within a broader cultural conversation about self-expression and community. By launching earlier than industry standard and creating strategic product scarcity, we turned seasonal marketing into sustained brand momentum, proving that heritage brands can recapture Gen Z relevance through authentic storytelling and bold creative choices.