Marking the opening of our Shanghai office, VX Media works with UGG China and artist Eri Wakiyama to launch work that fuses fearless creativity with cultural authenticity.
VX Media is thrilled to announce the opening of our new Shanghai office, a milestone moment for our global growth. To mark this launch, we’re proud to share that we have been selected to lead UGG China’s first local campaign, UGG Season x Eri Wakiyama.
This project serves as a powerful kickstart to our Shanghai presence, blending bold creative with cultural relevance to connect deeply with China’s new generation of consumers. Partnering with renowned artist Eri Wakiyama, whose unapologetic and edgy aesthetic resonates with UGG’s Gen Z audience, we’re shaping a campaign designed to redefine the brand’s voice in the region.
The campaign brings together 11 UGG styles in iconic style, expressed through Wakiyama’s distinctive character art and translated into immersive, lifestyle-driven storytelling. Our creative direction fuses New Chinese fashion energy: unapologetic, fearless, and modern, with UGG’s global brand DNA. By reinterpreting traditional Chinese color codes with fresh, youthful meaning, the campaign ensures the brand feels both authentic and forward-looking.
Beyond the creative vision, the execution transforms Wakiyama’s 2D illustrated world into a physical, interactive environment. From mall pop-ups and store exteriors to immersive in-store experiences and collectible character items, the campaign reimagines how consumers engage with UGG. Oversized products, tactile installations, and customizable moments invite audiences to step inside the artwork and craft their own icon moment.
Launching this ambitious campaign underscores VX Media’s commitment to building culture-shaping creative experiences. As we expand globally, we remain dedicated to pushing boundaries and delivering work that feels bold, relevant, and deeply connected to the audiences we serve.
This project serves as a powerful kickstart to our Shanghai presence, blending bold creative with cultural relevance to connect deeply with China’s new generation of consumers. Partnering with renowned artist Eri Wakiyama, whose unapologetic and edgy aesthetic resonates with UGG’s Gen Z audience, we’re shaping a campaign designed to redefine the brand’s voice in the region.
The campaign brings together 11 UGG styles in iconic style, expressed through Wakiyama’s distinctive character art and translated into immersive, lifestyle-driven storytelling. Our creative direction fuses New Chinese fashion energy: unapologetic, fearless, and modern, with UGG’s global brand DNA. By reinterpreting traditional Chinese color codes with fresh, youthful meaning, the campaign ensures the brand feels both authentic and forward-looking.
Beyond the creative vision, the execution transforms Wakiyama’s 2D illustrated world into a physical, interactive environment. From mall pop-ups and store exteriors to immersive in-store experiences and collectible character items, the campaign reimagines how consumers engage with UGG. Oversized products, tactile installations, and customizable moments invite audiences to step inside the artwork and craft their own icon moment.
Launching this ambitious campaign underscores VX Media’s commitment to building culture-shaping creative experiences. As we expand globally, we remain dedicated to pushing boundaries and delivering work that feels bold, relevant, and deeply connected to the audiences we serve.