Helping ASOS and UGG find their voice together
Brief: Create a campaign to celebrate the launch of UGG on the ASOS platform.
This was the first project following an internal business restructure at ASOS, with big partnerships becoming the new priority for the brand. As a result, we had to prove we could work with an expanded client sign-off process, blending the art direction of both parties, while following the usual tight timelines.
This was the first project following an internal business restructure at ASOS, with big partnerships becoming the new priority for the brand. As a result, we had to prove we could work with an expanded client sign-off process, blending the art direction of both parties, while following the usual tight timelines.
The original art direction set by the creative director was based around the idea of 'unexpected urban adventures'. This informed the planning of the photo-shoot and the narratives and intended formats for the assets. However, on the day of the shoot the full idea was scrapped, and the design team was left with a hard-drive full of nice imagery but no clear direction and a looming deadline.
The solution came through pure experimentation. While playing around with the imagery, the collage style emerged as a satisfying visual direction inspired by the interplay of the textures of the environment interacting with the poses of the models. While we lost the obvious narrative, the clients loved the narrowed focus on style and aesthetic, and UGG even approached us directly to work with them on their next project.
CREDITS
Clients: ASOS, UGG
Clients: ASOS, UGG
Agency: Byte London (now known as DEPT London)
Graphic Design: James Assock, Richard Roche
Motion Design: James Assock, James Spink
Graphic Design: James Assock, Richard Roche
Motion Design: James Assock, James Spink
Photography: Marcel Le Bachelet
