UGG Takes to the Remote Mountains of Chile for Winter Lifestyle Campaign

Full-service creative studio Agüita has produced the Autumn/Winter 2024 New Winter Lifestyle Campaign for iconic Southern California-based global lifestyle brand UGG, highlighting the brand’s seasonal offerings in bold, cinematic films and photographs. Directed by Erynn Lamont, and creatively led by AKQA, the spots are playful and magical, brought to life with a diverse cast of characters. Erynn served as both director and DP for the film campaign, bringing her technical expertise to an otherwise complicated shoot. She is known for her highly skilled directorial approach, informed by her background in cinematography. 

The dynamic, colourful hero films convey the UGG brand’s fashion-forward aesthetic juxtaposed with its signature and unparalleled comfort and durability. The UGG brand’s New Winter Lifestyle campaign and collection features its beloved heritage icons, reimagined through a fashion lens, and its next chapter of UGGextreme fuses high-performance tech with slopes-to-street style. The new winter-ready collection boasts elevated fashion and delivers the unparalleled comfort UGG is known for. The brand campaign encourages consumers to make winter their runway with a path ploughed for passing which quickly and playfully becomes a fashion runway surrounded by the snow-dusted trees. Designed to endure any weather, UGG invites the viewer to don their winter collection and explore one’s sense of adventure.

Shot on location in Chile, the project was logistically challenging, with all scenes filmed in a remote mountain town over three days. The campaign deliverables encompass two hero films, ten product shorts, 50 stills, and a large volume of social content, all shot with the same talent. Each day had to accommodate the live-action team, the photography team, and the social team, working to maximise optimal lighting and location restrictions. Despite severe snow storms during prep and into the first shoot day, with gear trucks getting stuck in the blizzard and electronics freezing, the result was masterfully delivered. 

“UGG and AKQA were amazing partners in bringing this project to life and Erynn brought a true mastery of the filmmaking craft that was essential to pull all of this off,” said Veronica Leon, co-founder/executive producer, Agüita. “We are huge UGG fans, and as a brand that prioritises partnerships with emerging, minority-owned creative companies - this was truly a dream job,” added Yamel Thompson, co-founder/executive producer, Agüita. 

AKQA chief creative officer, Shu Hung said, “UGG’s winter collection strikes a perfect balance - beautiful design meets exceptional functionality. Through AKQA’s collaboration with director Erynn Lamont, we captured this essence in moments that feel magical and joyful.”

As a multicultural company led by acculturated, Hispanic, bilingual EPs, Agüita’s oversight was vital to the shoot’s success. The team's ability to switch between English and Spanish seamlessly made for a smooth and efficient shoot.