Ugg
Feels Like Ugg

In 2024, Ugg partnered with AKQA LA, their first partnership with a global creative agency, to develop and launch their end-to-end integrated brand campaign, Feels Like Ugg. Under the creative leadership of CCO, Shu Hung, I helped lead the cross-functional effort—partnering with creative, strategy, production, and client services teams to onboard Ugg, shape bold brand strategies, and produce high-impact creative across film, digital, social, and retail. Instrumental to this effort was implementing PM systems that optimized task management across workstreams, encouraged the free flow of communication, and weekly checkpoints to ensure progress was tracking and risks were minimized. The campaign not only redefined Ugg’s brand positioning but also drove strong engagement, visibility, and market share from their male consumers, doubling their sales in this key market by about 50%.