Director Erynn Lamont Helms Vibrant UGG® New Winter Lifestyle Campaign Produced by Agüita

Production Company 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. Lamont 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, colorful 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 plowed 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 maximize 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 prioritizes 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.

About AKQA:
AKQA is a design and innovation company that employs over 5,500 professionals across 30 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, and a top 10 Most Loved Workplace in 2023 by Newsweek. AKQA was awarded the Cannes Lions Grand Prix for Digital Craft in 2023 and won 22 Cannes Lions, including Grand Prix for Design and Glass in 2024. In 2023 and 2024, AKQA was recognised with seven Fast Company Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2024.

About Agüita:
Agüita (a-gwee-ta) is a bilingual creative studio and production company based in LA and NY, founded by Latin American filmmakers Veronica Leon and Yamel Thompson. With a refined eye and impeccable taste, Agüita powers a roster of diverse and multidisciplinary creatives to produce content that shapes culture. A full-service production company, Aguita is driven by a passion for telling beautiful stories relevant to our time. Music videos, commercials, and branded content highlight fresh voices across multiple mediums. Find out more about Agüita here: https://aguitainc.com/

About UGG®:
Founded in 1978 by an Australian surfer on the coast of California, UGG® is a global lifestyle brand renowned for its iconic Classic Boot. First worn by Hollywood royalty, fashion editors, and then the world, UGG® designs and retails footwear, apparel, accessories, and homewares with an uncompromising attitude toward quality and craftsmanship. Delivering more than $2 billion in annual sales, UGG® partners with the best retailers globally and owns concept and outlet stores worldwide in key markets, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai, and Beijing. For more information, please visit www.ugg.com @ugg.

Credits:
Creative Agency: AKQA
Jabari Hearn, Managing partner
Shu Hung, Chief Creative Officer
Elsa Caceres, Head of Client Services
Stacey McLean, Client Partner
Joe Magliaro, Creative Director
Irwin Matutina, Design Director
Paulo Rafael, Art Director
Ally Pyle, Senior Copywriter
Ray Chang, Associate designer
Cori Boudin, Senior Producer
Roy Orecchio, Producer
Eleonore Khoungui, Strategy Director

Director: Erynn Lamont
Production Company: Agüita
Executive Producer: Veronica Leon
Executive Producer: Yamel Thompson
Producer: Veronica Leon
Producer: Yamel Thompson
Agüita Head of Production: Ellen Romero

Director of Photography: Erynn Lamont
Photographer: Javier Castán
1st AC: Robert Lamont
Stylist: Ruben De Melo Moreira

Service Production Company: MyGosh/Rebolucion Chile
Executive Producer MyGosh: Natali Sussman
Line Producer MyGosh: Leandro Sussman
Executive Producer Rebolucion Chile: Cristian Inzunza
AD: Stephen Lynch
Art Director: Veronika Geraige
Production Manager: Viviana Lobos
Gaffer: Rodrigo Pardow
Grip: Fabián Medina

Edit House: Church Edit
Next Gen Editor: Dakota Giglio
Church Edit Founder: Mah Ferraz
Executive Producer: LauRenn Reed
Post Producer: - Samantha Axelrod

Finishing House: Ethos Studio
Executive Producer: James Drew
Executive Producer: Eliana Carranza-Pitcher
Head of Production: Natasha Sattler
Color Producer: Nat Tereshchenko
Colorist: Kaitlyn Battistelli
Online Editor: Jamal Forney
Clean Up: Ryan Zum Mallen