UGG | Joy Crookes

Off the back of several successful artist collaborations, UGG enlisted BRIT-nominated singer / songwriter Joy Crookes to feature in a digital campaign spread across a 4-month period to highlight the brands hero styles – Fluff, Classics and Holiday.

The ethos for the campaign was celebrating being bold, brave, unapologetic and courageous, as well as fun, creative and self-expression. Joy had full creative control to produce, self-shoot and conceptualise all of the assets for the campaign which were shared across her socials. To culminate the collaboration, Joy hosted a live music production workshop on UGG’s Instagram channel, showing viewers how she produces herself and writes her own music.

Featured Talent: Joy Crookes