Ugg Back To The 404 | Laura Duval

Ugg | Back To The 404

Branding + Experiential + Print + Signage

As Hip-Hop celebrates 50 years, the Rock The Bells Festival, in collaboration with Walmart Makers Studio, is turning the spotlight on the creative minds behind Hip-Hop’s cultural movement – the makers and ardent fans who always knew the genre would transcend generations. The partnership honors those who have driven Hip-Hop's journey, showing appreciation for their contribution and influence on the genre.

Text is from the official Rock The Bells w ebsite

Agency: Giant Spoon

Creative Director: Olivia Jene Fagon

Design Director: Skye Genesis

Experiential Designers: Kristina Soteri, Lauren Espeseth, Hansa Hatrote

Designer: Laura Duval

Branding + Experiential + Print + Signage

As Hip-Hop celebrates 50 years, the Rock The Bells Festival, in collaboration with Walmart Makers Studio, is turning the spotlight on the creative minds behind Hip-Hop’s cultural movement – the makers and ardent fans who always knew the genre would transcend generations. The partnership honors those who have driven Hip-Hop's journey, showing appreciation for their contribution and influence on the genre.

Text is from the official Rock The Bells w ebsite

Agency: Giant Spoon

Creative Director: Olivia Jene Fagon

Design Director: Skye Genesis

Experiential Designers: Kristina Soteri, Lauren Espeseth, Hansa Hatrote

Designer: Laura Duval

Branding + Experiential + Print + Signage

UGG’s Lenox grand re-opening tapped into Atlanta’s culture through self-expression, community, and local artistry. By leveraging a well-known local hotspot, the brand hosted a curated influencer dinner where guests received custom, airbrushed UGGs—transforming everyday footwear into personalized statements.

The experience extended to the retail environment, where a branded backdrop—created in partnership with a local Atlanta spray paint artist—blended UGG’s color palette with iconic city elements. Shoppers were invited to engage, capture content, and connect with the new store, with added incentives driving participation.  

What started as a cultural insight evolved into a cohesive, three-part experience—seamlessly connecting influencers and shoppers while bringing the UGG brand to life in Atlanta.