Southern California-based Ugg, a division of Deckers Brands, released its second global campaign with Post Malone, the Grammy-nominated American singer, with his friend and campaign creative lead, Ramez “Mezzy” Silyan.
The second film features the Ugg men’s Heritage Pull-On TrailGazer and a partnership to bring Feel House, the brand’s multi-sensory retail experience, to life in Los Angeles later this month.
“Creativity and community are at the core of everything I do,” said Malone. “Which is why it was such a special experience to bring together my friends and UGG, a brand I’ve legit worn since high school, for this new campaign.”
Post Malone involves his community–like producer and campaign Co-creator Ramez “Mezzy” Silyan, longtime stylist Catherine Hahn and photographer Adam DeGross, in everything he does, from creative collaborations to work behind the scenes.
“Continuing my collaboration with Post Malone, this time alongside the iconic Ugg brand, was seamless,” said Mezzy. “Both Ugg and Post Malone are immediately recognizable brands, and I needed to find an overlap between the two. I immediately saw Post as a Lone Cowboy in the Old West. It felt incredibly natural, playing into Post’s current laid-back modern country aesthetic while paying tribute to classic Spaghetti Westerns of the 1960s.”
The global campaign, coined “Post v. Post,” features Post Malone looking within himself, and what appears to be a duel is Post ultimately happy and confident with himself. Reminiscent of a vintage Wild West film, Mezzy and his team captured the essence of the campaign on 35mm film with similar zoom lenses that were used years ago to combine aesthetics with a sleek and modern feel.
About the inspiration behind the campaign, Mezzy said, “Rather than make something that felt and looked like a traditional ad, we opted for a stylized genre feel, something that builds up an expectation and quickly defies it.”
Post v. Post will live globally through public relations, social media, and paid media, including OOH, and across the brand’s stores and website.
In the campaign Malone wears the men’s Heritage Pull-On TrailGazer. UGG pulled its vintage Classic Ultra Boot from its archive. to create the hybrid style. To learn more, go here.
Images courtesy Ugg
