UGG Captures California in Second Collective Campaign

UGG ushers in new marketing campaign with a cast starring renowned actor, Kyle MacLachlan, rock music legend, Kim Gordon, and others.

The second UGG Collective campaign has been unveiled in time for the fall/winter season. The global marketing platform features a line-up of Californians who embody the diversity of the label. The push will see digital, print, and in-store executions launched worldwide.

A cast of provocative, progressive, free-spirited, and sensual muses, the roster includes musicians, photographers, actors, artists, surfers, and skaters. The retailer selects a new group of unique individuals each season to represent the marque by telling their stories.

In sharing theirs, the brand’s own comes to life. The exercise features several iconic locations across the sunny destination. From mountains to woodlands to bustling cities to beach towns, California is a place that brings people together from all over the world.

The Collective includes actor, Kyle MacLachlan; Sonic Youth co-founder, Kim Gordon; artist, Uzumaki Cepeda; musician, Fletcher Shears; vocalist, Wyatt Shears; photographer, Zackery Michael; models, Daniel Hivner and Lola McDonnell; as well as surfer, Hanalei Reponty.

UGG and the talent enlisted travelled state-wide to uncover spots representative of the essence of the company and its stomping grounds. Frederic Auerbach and Kauai Moliterno were respectively tasked with the photography and videography for the project.

Creative direction was led by Jessica Wells, with casting by Shay Nielsen. Meanwhile, Kate Ruth was on board as wardrobe stylist, Gio Campora for hairstyling, and Katey Denno for makeup. Indie rock band, Cold War Kids, created the soundtrack for the campaign videos.