As part of its on-going social strategy for the brand, Yard conceptualized and produced a novel content franchise to offer a new way to spotlight the creative ecosystem they have built around UGG.
A campaign within a campaign
The concept? Bringing together creatives from London, Milan, Paris, and Berlin to imagine an editorial photoshoot and documenting the whole process from beginning to end for a month-long social activation. The storyline was built around the overarching theme of identity—what feeds into it and how our creatives continue building their own.
Immersion into creativity
Through family portraits, editorial videos, conversation reels, and BTS content, the franchise offered a full immersion into a story of new-found friendship and creativity. This project cements the role of UGG as a catalyst of unexpected creative synergies and strengthens connections within the brand’s talent ecosystem.
A new way of seeing storytelling on social, injecting purpose into every part of the roll-out.
