Turns out men aren’t immune to comfort after all.

Highlighting their newest offering, Rapper Central Cee features in UGG men's showcasing a new collection of clogs and mules derived from the UGG tasman.

Central Cee for UGG Men’s

In this campaign, Central Cee is seen posing in front of a clock wall- the shots are simple so that all your attention and focus remains on the artist and the story they unfold. The artist sits almost perfectly in the center; the negative space creates a pleasing symmetry that feels intentional and sets the mood. The colour palette includes warm browns, tans, muted greens and neutrals, aligning with the same colour range of their new collection.

This collection of UGG's signifies that it not only transcends time zones but cultures too. The contrast between his image as a rapper and a brand traditionally associated with comfort further reinforces the “intentional attention” of this campaign. Rappers are widely seen as cultural trendsetters and have significant levels of influence, especially within youth and streetwear communities.

Is someone like Central Cee who you would expect to walk around in uggs? Perhaps not. But that’s why I think he makes for the perfect marketing candidate.

The rapper's public image often centers around his story of success- how he and his team made it out. Fans who admire his journey may be more inclined to emulate aspects of his lifestyle, including purchasing from the brands and clothing he chooses to wear. This narrative means that you now have a product with not only functional value but an aspirational one too.

This campaign was directed by a long-time favourite of mine, Ciesay- a multifaceted creative known for his distinctive photography and documentary style videography alongside Pluslive studio for production.