For my Strategic Design and Visuals II class, I was tasked with acting as an Art Director, overseeing an advertising campaign for a brand of my choosing. Due to their recent mainstream boom, I chose Ugg footwear.
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Throughout the semester, I created branding, prints advertisements, a website, a guerilla advertisement, and a storyboard for a video advertisement. The overarching concept for the campaign was Uggs fused with movies. It was my goal to combine the trendy footwear with classic pop culture references.
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To create this campaign, I utilized Adobe Photoshop, Illustrator, InDesign, and Procreate.
LOADING PAGE
WEBSITE
The concept for the website is a collaboration between Ugg and Netflix. You enter the homepage to find a movie theater lobby. Using the arrows, you are able to walk around the space. The movie posters along the walls highlight some classic Ugg shoe options. When you find a shoe you are interested in, you click the poster and then a subpage launches. The subpage then provides you with a curated list of movies recommended to you depending on the shoe you have selected.
HOME PAGE
SUBPAGE
OUTDOOR AD
For the outdoor ad, the idea is an Ugg slipper left on the stair of the Met in New York City (a scene reminiscent of the Disney classic). The step features a QR code that viewers can scan, then participate in a scavenger hunt through the city to discover the second slipper. The Cinderella related clues lead participants to the Metropolitan Opera House. The app uses in-app tracking that senses when participants have reached the second slipper. They are then rewarded with a discount code for their next Ugg purchase.
VIDEO AD
The concept for the 30 second ad spot is that we are taken through all of the places where we consume movies. The camera is in POV for the majority of the advertisement. Because there are no faces shown, viewers are able to picture themselves in the scene; seated next to a friend watching their favorite film, all the while comfortable in their Ugg shoes.
