UGG

UGG came to The Cut with three distinct styles to promote. We saw an opportunity to show that with the right styling, UGG is the perfect shoe for any occasion, worn in places you wouldn't normally associate with the brand.

The visual direction spoke directly to The Cut's audience, cool and stylish New York women who dress with intention. Three distinct looks showed UGG in situations where you wouldn't expect to see it, styled in ways that made the shoes feel like a deliberate choice.

I art directed the stills and motion across all three looks.

Photographer: Ruo Bing Li
Director of Photography: Leo Hsu