Give Cold Feet The Boot
Your feet feel coldest when they're wet.
But UGGs make even the toughest water sports feel like your comfort zone. So step into it.
NOtes on the Art:
The executions began with quotations from the man who invented the UGG boot, Shane Steadman. The quotes demonstrated how the boots - even in their most crude form - empowered Steadman and his friends to shake off their reservations about getting in the freezing water.
The art direction enabled the boots' origins to come alive in a bold way. The copy is carved out in wax, a nod to Steadman's surfing. Then I painted sheep's blood over to make the wax visible, referencing the gross history and determination to stay in the water all year round.