Southern California-based global lifestyle brand UGG® (a division of Deckers Brands has unveiled their second global campaign with nine-time diamond-certified GRAMMY® Award-nominated phenomenon Post Malone, imagined through the eyes of Post Malone’s friend and campaign creative lead, Ramez “Mezzy” Silyan.
The partnership encompasses a global campaign, of which the second film dropped today. It 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 Post 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. He is known for his genuine interactions with his creative crew and fans, both online and in person.
“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.”
Once again conceptualized and shot by friend and co-creator Mezzy, the global campaign, unmistakably 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 feeling.
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.” To complement the campaign, stylist Catherine Hahn expertly curated Post Malone’s looks.
