- Wednesday, Dec. 10, 2014
A dazzling chorus line and holiday cheer shine in a dynamic, two-spot campaign for UGG created by Timber for renowned advertising agency M&C SAATCHI LA. Classic boots are the new soft shoe in this festive dance-driven spectacular.
“For us, the beauty of this concept was all in the execution,” says Ron Tapia, Associate Art Director at M&C Saatchi LA. “We needed to work as partners in bringing this vision to life, and ensuring it exuded all the joy, magic and cheer that UGG means for people all over the world.”
Working closely with the agency creative team, Timber artfully designed and directed the holiday campaign with the visual flair of synchronized dancers against a sparkling winter white environment. “Our collective goal was to focus the visual interest on the narrative of dance and the pop of the boots against a clean, inviting space,” explains Timber Co-Founder/Creative Director Kevin Lau. “It was ambitious and a complete departure for Timber. The campaign was an incredible opportunity, and one that required agency trust, collaboration, and extensive planning.”
Timber, which has quickly forged a reputation for its design-informed production – began the process with traditional pencil boards to develop the foundation for the campaign’s bombastic, kinetic action. Inspired by Busby Berkeley and Broadway productions, the expressive drawn movements were translated into the vocabulary of dance by choreographer Becca Sweitzer, who was integral in casting the spots’ performers. A one-day rehearsal and a two-day intensive shoot were fueled by shared creative vision and the dancers’ ability to learn the complex sequences and rapidly respond to changes. To create the illusion of an expansive chorus line of dancers, Timber used long lensing and sweeping camera movement to selectively frame the action and provide further dynamics to each dance-driven story. Timber then took the project through post, with edit and executed the effects and finish including set extensions and dancer duplications set to a vintage big band beat.
“The team was a well-oiled machine where the concepted ideas quickly fell into step, kick and leap,” recalls Timber Creative Director Jonah Hall, “It was a thrill to see it come to life.”
A fearless approach to creativity has defined Timber since inception just one year ago. Over the last twelve months, the company’s diverse offerings have included providing shot conception, creative direction and visual effects for the ARTPOP Lady Gaga music video, crafting visual effects and design for U2 Bank of America (RED) for the Super Bowl, collaborating on music videos for Coldplay and A-Ha’s Morten Harket, as well as spots for Chevy, Old Spice and Hyundai. Timber’s talented team honed their skills at some of the most respected design and post-production companies in the industry. The company looks to design first and strives to look at each project as a unique opportunity to make something memorable on behalf of clients. http://timber.net
About M&C Saatchi LA
M&C Saatchi is the world's largest independent marketing communications group, with 23 offices in 19 countries. The network employs more than 1,800 people who service over 200 clients, spanning advertising, social, branded content, media buying, digital marketing, mobile, public relations, sponsorship and event management. The agency was founded in 1995 by Maurice and Charles Saatchi with the principal of ‘Brutal Simplicity of Thought,’ and was called "the fastest growing start-up in advertising history" by Adweek. The LA agency celebrates its 10th Anniversary this year, and has produced iconic work for Ketel One, Crystal Cruises, Qantas Airways, Epson, OSU – The James, San Diego Zoo, UGG® Australia, New Mexico Tourism Department, Google, and the California Department of Public Health. For more information, please see www.mcsaatchi-la.com.
About UGG® Australia
Founded in 1978, UGG Australia has built a reputation on luxury and comfort by using only the finest materials in the world, employing the highest standards of craftsmanship, and delivering new and innovative styles well beyond the original sheepskin Classic boots. UGG Australia is recognized as a premium lifestyle brand with more than $1 billion in annual sales, offering footwear, loungewear, outerwear, home products, accessories and handbags under the UGG Women, UGG for Men, UGG Kids, UGG Handbags, UGG Loungewear, UGG Home and I HEART UGG® product lines. UGG Australia concept and outlet stores offer the ultimate brand experience with 130-plus locations worldwide, including New York, San Francisco, Los Angeles, Paris, London, Tokyo, Shanghai and Beijing. For more information, visit our website,www.uggaustralia.com, and our blog, blog.uggaustralia.com. Follow us on Twitter, Instagram, Facebook, Pinterest and Vine #THISISUGG