Director Erynn Lamont Helms UGG® Campaign 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.
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
