“‘Kyle’s Super Duper NYC Adventure’ features Kyle as an uber Californian, a tourist and fish out of water, surfboard in tow, looking for waves and exploring New York City, in his UGGs. ”
A follow up the Vic Mensa campaign with Footaction and UGG aiming to reach an elusive Gen Z and Millennial men's market, I developed a quirky, authentic story for Kyle’s adventure of being lost and found. As a legit tourist, Kyle captured his own footage on a small cam and we wove it into his story as well as being used as stand-alone footage as a campaign teaser in social. Social and experiential activations were pitched as part of the overall strategy. The campaign was featured in-store, across owned, earned, for both UGG and Footaction and with digital partners like Complex, Hypebeast, and XXLmag, among others.
FRONT AND BACK OF FOLD OUT POSTER
SOCIAL POSTS
CAMPAIGN IMAGES
CREATIVE DEVELOPMENT
CLIENTS: HDF.LA | FOOTACTION | UGG | atlantic records PHOTO: chris mcpherson CINEMATOGRAPHY: kauai & Michael