UGG FW/23

UGG has always stood for warmth. The question was how that warmth holds up in the real world. We partnered with UGG at a moment when youth culture no longer separates performance from style or the outdoors from the city. We provided strategy and creative direction to reposition UGG as a brand built for how the next generation actually moves—fluidly between environments, identities, and conditions.

CLIENT: Ugg
ROLE: Creative Director
STUDIO: Doubleday & Cartwright

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Brooklyn, NY
peter.christofferson@gmail.com
@petechristofferson