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UGG – Bringing Regeneration to Life in Retail
Discover how UGG used AR personalisation and immersive storytelling to bring regenerative farming to life in-store
Client
UGG
Role
Creative Strategy, UX & UI Design, AR Development
Year
2024
The brief
UGG, the iconic sheepskin footwear brand, has a long-term commitment to reducing environmental impact through its regenerative farming program. Research showed that while consumers care deeply about sustainability, very few actively research eco-credentials when shopping. The challenge was simply: make UGG’s “Regen” story tangible at the very moment customers were browsing and buying in-store.
The objectives were twofold:
1. Educate shoppers on UGG’s regenerative farming practices.
2. Inspire them to share the message socially, amplifying its reach.
The experience
A selfie becomes the gateway: shoppers snap a photo, choose their body type, and see themselves as a 3D avatar in UGG boots and jacket. The avatar transforms into stone, then is slowly reclaimed by nature as moss and wildflowers take over, making for a very shareable sequence. Bite-sized Regen facts appear on screen to educate users on UGG's initiatives, and a second scene transports them into a free-roaming Australian meadow, which they can explore UGG's regenerative farming story at their own pace.
The DESIGN
The Regen identity shaped every detail, from meadows of flowers and tall grasses to earthy textures and warm light. Natural transitions made the experience feel organic and uplifting, ensuring sustainability was communicated with beauty and clarity.
THE TECHNOLOGY
We developed the experience in Mattercraft, and used AvatarSDK to generate the realistic avatars from a single selfie, in seconds. To fill the open world of the meadow explorer with grass, we relied heavily on instanced geometry, and other optimisation tricks to ensure it played smoothly on mobile, and was easy to interact with in a busy retail environment.
THE RESULTS
The experience proved that sustainability can be both powerful and playful:
1. 2+ minutes average dwell time – remarkably high for retail-based AR.
2. The majority of participants created and shared their 3D avatars, spreading the Regen story beyond the store.
3. Those who entered the meadow explorer were highly engaged, with most unlocking all content areas
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