Therapy Goes Out On The Town with UGG

Los Angeles-based editorial and post-production company Therapy Studios partners with agency, M&C Saatchi, on a new three spot package for UGG. Directed by Brian Morrow of Shark Pig, the spots are part of UGGs spring campaign, which features new fashions for men in “Meet the Kaldwell”, “Meet the Reefton” and “Meet the Wilton.” The spots, which began airing in mid-April, follow an adventurer on his quests to find romance, fun and adventure all aided by the new found confidence from his UGGs. 

The star of "Meet the Kaldwell" is the Kaldwell men’s chukka itself—we never see the protagonist above the knee--- these creative shots anthropomorphize the Kaldwell chukka 
putting all-eyes on the shoe for the duration of the entire :60 spot. The spot opens on the twilight skyline of Los Angles with the iconic KRKD radio tower on the horizon as Kaldwell kicks back on an outdoor balcony. Kaldwell is the man about town following a set of clues his mystery woman slyly slips under his apartment door-- a metro pass, a key and a map with the words, “be here by 8 don’t be late” are Kaldwell’s only clues.

 

 

 

 

Set to an upbeat driving rock tempo composed by Yessian Music, the music carries us along the quest with the lyrics: “I do what I want, you do what you want, now let’s just do it together.” Our hero dons a jacket, map, metro pass and keys in hand, “ding” – the elevator arrives and out of the building we go. Sound effects throughout are expertly crafted by sound designer Eddie Kim of Therapy, adding life to the city streets and to the shoe itself.

Kristin McCasey of Therapy lends a staccato editing style that takes us on a music video paced visual journey-- utilizing only shots only of the ground. We watch the Kaldwell chukka confidently tread all types of terrain: out on the town, past a street artist, down a staircase, across a lobby, down an escalator, into a subway car, out again, down a busy street, and finally a bar. Kaldwell arrives, welcomed past the velvet rope, where he finally meets his mystery woman, and they embrace.

“Meet the Kaldwell” is one of two spots in the series edited by McCasey. She also edited “Meet the Wilton” for the Moroccan-inspired canvas slip-on shoe, while Scott Hanson, also of Therapy, edited “Meet the Reefton” for the nautical inspired slip on sneaker. Both spots highlight versatility and style of UGG by showcasing the spontaneity of young hip, world-travelers. UGG Australia’s integrated campaign features three spots that each confidently convey that from on the street, to on the town you’ll be prepared for anything with the casual-cool comfort of the new UGG Spring line for men.

Credits

Advertiser: UGGs

Ad Agency: M&C Saatchi
ECD: James Bray
AD: Ron Tapia
CW: Maria Smith
Producer: Dennis DiSalvo

Production Company: Shark Pig
Director / DP: Brian Morrow
EP: Jonathan Lynch

Editorial & Post: Therapy Studios
Editor: Kristin McCasey, Scott Hanson
Sound Design: Eddie Kim
Assistant Editor: Jake Shaver, Thomas Tedesco
Colorist: Santiago Padilla
Online: Omar Inguanzo
VFX Artist: Rob Ufer
Sound Mixer: Lihi Orbach
EP: Joe DiSanto

Music: Yessian Music