UGG ‘Feels Like UGG’ Fall 2022 Ad Campaign Review

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Review of UGG ‘Feels Like UGG’ Fall 2022 Ad Campaign by Creative Director of Crosby Studios with Photographer Arielle Bobb-Willis with Models Quannah Chasinghorse, Naomi Watanabe, Nigel Sylvester, Hwang Soyoon, DeVonn Francis, Kiddy Akita Lou, Gillean McLeod, Graham, Alexis Ruby and Elibeidy

UGG introduced “Feels Like UGG”, the brand’s new global campaign for Fall 2022 that explores the unparalleled tactile and emotional experiences associated with wearing UGG.

“What we hear from our consumers is how loyal they feel to UGG because of how the brand makes you feel – both physically and emotionally,” said Anne Spangenberg, President of UGG. & Koolaburra by UGG at Deckers Brands. “The Feels Like UGG campaign is a celebration of the feeling of empowerment our brand provides, allowing you to unabashedly express your authentic self.”

To bring Feels Like UGG to life, the brand paired its ten signature ambassador styles with several hyphens that embody the brand’s core values. Ambassadors like role model and earth protector Quannah Chasinghorse; actress and comedian Naomi Watanabe; professional BMX athlete Nigel Sylvester; musician Hwang Soyoon; Chief DeVonn Francis; artist and designer Kiddy Akita Lou; stylist and model Gillean McLeod; and models India Graham; Alexis Ruby and Elibeidy. The campaign was shot by acclaimed Los Angeles-based photographer Arielle Bobb-Willis.

For Feels Like UGG, the brand translated its iconic look through custom furniture by bringing in Crosby Studios’ Harry Nuriev, known for his radical approach to design. Reflecting the rich heritage and design codes of the UGG brand, the visionary has created a one-of-a-kind sofa and ottoman. Designed to reflect the brand’s ability to move easily from indoors to outdoors, the custom pieces express style and comfort while representing its softness emboldened by a strong aesthetic and indoor-outdoor duality.

Photographer | Arielle Bobb Willis
Models | Quannah Chasinghorse, Naomi Watanabe, Nigel Sylvester, Hwang Soyoon, DeVonn Francis, Kiddy Akita Lou, Gillean McLeod, Graham, Alexis Ruby and ELIBEIDY


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