UGG
Extreme

UGG has always stood for warmth. The question was how that warmth holds up in the real world. Doubleday & Cartwright partnered with UGG at a moment when youth culture no longer separates performance from style, or outdoors from the city. Across UGGEXTREME and Winter ’23 (Feels Like UGG), we led strategy and creative direction to reposition UGG as a brand built for how the next generation actually moves — fluidly between environments, identities, and conditions.

Shot in Vancouver with director Tucker Phillips, UGGEXTREME unfolded in real winter — wet cold, ice, elevation, and constant motion. Rather than staging performance, the environment tested it. The sheepskin boot was treated as equipment, not styling, while Feels Like UGG followed that same cast back into everyday life, where warmth becomes ease and individuality takes over. Together, the campaigns argued that heritage only earns relevance through use. UGG didn’t perform youth culture — it moved through it.