UGG
SCOPE OF WORK
VIP Relations | Talent Contracting | Prop Design + Production | Graphic Design
THE ASK
As part of a coordinated men's style push — including a slate of men's-forward collaborations — secure a celebrity partnership that could anchor a UGG brand campaign and create a high-impact moment for top-tier influencers.
THE OUTCOME
Over 24 billion domestic media impressions, one of the most impactful campaigns in the brand's history.
THE INSIGHT
UGG's reputation skewed feminine and seasonal, but the brand's roots in comfort and self-expression had quietly built a loyal male fanbase for years. The right partner wouldn't need convincing to wear UGG — they'd just need a platform to show they already did.
THE SOLVE
Noting his fandom from past seedings, TRN identified Post Malone as an authentic fan of the brand.
UGG and TRN worked with Post Malone's team to develop a scope of work that included an exclusive performance at UGG's Feel House pop-up in Los Angeles and a special seeding of custom Post-designed friends-and-family UGG boots.
THE WORK: Campaign Images
THE WORK: Campaign Images
