Ugg
Feels Like Ugg

In 2024, Ugg partnered with AKQA — their first partnership with a global creative agency — to develop and launch Feels Like Ugg, an end-to-end global integrated brand campaign. Under the creative leadership of CCO Shu Hung, I helped lead the cross-functional effort, partnering with creative, strategy, production, and client services to onboard Ugg, shape bold brand strategy, and produce high-impact creative across film, digital, social, and retail. 

Critical to the success of the campaign was to move from a siloed approach of program management to one that was more strategic and systems-based: standardizing workflows, timelines, and documentation, and implementing daily scrums across production teams to identify resource burn and get ahead of risk before it happened. As a result, internal and external communication improved significantly, production bottlenecks dropped, and we consistently delivered assets on time, which strengthened our team going forward. The campaign itself, featuring celebrity talent like Alex Consani, Hanni, and Post Malone, redefined UGG's brand positioning and drove a ~25% increase in sales among male consumers, a key growth market for the brand. Ugg also renewed its partnership with AKQA for a second year.