Dan Craig Breaks Through for UGG
In the latest collaboration between Illustrator Dan Craig and UGG, time is an illusion. In a subversion of the myths we’ve told ourselves, Dan has created a series of classically styled paintings that reflect stories from times of old. Each one is massive and a take on images you already know: Simon Vouet’s Venus, François Boucher’s Hercules & Omphale and Alexandre Cabanel’s Apollo. Of course, they’re all a little different, but that’s the point. They’re all remixes on a classic.
This latest campaign celebrates the collaboration between UGG and Y/Project, a series of new styles that remix the classic UGG look, so it stands to reason that the new styles would be breaking through the past and into the present. Each of Dan’s illustrations are painted life-size and feature cutouts so that live models pop in and out of them, showing of their very human faces and the UGG styles featured in each image. Whether they’re a heeled version of a boot, or a men’s style that’s three-tiered or a take on a flip-flop, these are styles we’ve never seen before with DNA that runs back to the very beginning of the brand and their most iconic styles.
It’s a blend of new and old that makes this campaign created with Plus Agency burst through to the future, with each image offering a tension that demands the audience gives a second look.