Since 2021, I’ve been leading the creative direction of UGG in Europe with the agency YARD, developing a more thoughtful and culturally relevant identity for this market.

My work focuses primarily on Instagram, the brand’s core visual platform in Europe, as well as selected local campaigns when the global US content doesn’t resonate with European audiences.

Each half-season, I define the creative vision and content formats, and oversee their execution with a team of talented creatives I manage daily. Around thirty productions are delivered per season, and I occasionally take on key formats myself when the stakes are high.

This project reflects my approach to creative direction. I believe in building strong, long-term brand identities that feel consistent, emotionally grounded and culturally aligned, from visuals to tone of voice.

Creative direction by me, with a tight-knit team I love working with.

CREDITS

(Creatives on the following formats)

Talent team: Medy Kada, Ousba, Lara Zoïorjen, Alex Très Cool, Samuel Fabia, Rayan Nohra, Ocho Studio, 530degres, Mical Valusec, Leo Joubert, Mangua Diallo, Nine, Mathea Luccini, Marta Vincenot, Vincent Boehringer, Dave Masotti, Sang Froid, Luc Alonzo

Starring: Marc Henri Ngandu, Josue, Amelia, Matouz, Koffi Wnadji, Kayla, Leniama, Marika (leitalienne), Jordan Anderson, Marvin Bonheur, Dennis Eluyefa, Batt Millie, Felicie Ava, Goya Gumbani

Yard team: Saida Van der Auwerart, Lisa Maurice, Angel Sénégas, Emma Dussin, Amel Brahmi, Coralie Marques, Patryk Kaplita, Nicolas Bamdad, Celio Maroune, Lory Grignou, Dayna Mouhoum, Faneva Rabetsimamanga, Hobiana Rabiazamaholy, Il-ham

A glimpse at our latest creations: