UGG came to us to help launch their iconic Fluff Yeah sandals. What followed was a whole lot of strategy, concepting, sketching, building, and trust from the client (truly, thank you). Inspired by films like Attack of the 50 Ft. Woman and Godzilla, we set out to create a miniature world and relaunch the shoe like a Hollywood premiere. And because we are masochists, we wanted to do all of it by hand.

From shaping the campaign direction to bringing it to life frame by frame, the goal was to make something entirely real in a very digital world. The reality of that meant building a large, wildly talented team who could execute the vision by hand. The set took months of planning and a full month of execution, resulting in a 16x16-foot miniature interpretation of our beloved Los Angeles.