Lights and Lifestyle
Go2 Productions and Rabcup supported UGG’s campaign with Cher “Feel” by designing projection mapping content and displaying digital environments directly within the film set, elevating production value.
Techniques used: Projection Mapping, Virtual Production
Client: UGG
Overview
In 2022, UGG launched a marketing campaign with Cher, “Feel”, to showcase the brand’s and Cher’s lifestyle. The campaign included a commercial filmed at Cher’s beachside villa in Malibu, California. UGG engaged Go2 Productions and our partner Rabcup to design and implement projection mapping animations that were displayed at each scene to add real-time visual effects to the villa.
Execution
We deployed live projection mapping across multiple settings within the villa. Prepared content was applied in close collaboration with the directors and lighting team, allowing us to adapt the projections in real time to suit the scene and Cher’s performance. This approach created unique visual environments for each take, seamlessly integrating spatial augmented reality effects directly on set rather than relying on post-production.
Results
The commercial was successful, creating a polished and immersive aesthetic. The campaign effectively communicated the UGG lifestyle while demonstrating a creative use of immersive technology.
Why It Stands Out
This project highlights how projection mapping can be applied in a film set to integrate digital animations into live-action scenes. By displaying immersive environments on set, we offer a practical, visually striking alternative to post-production visual effects. This project demonstrates the potential of projection mapping to expand creative possibilities for brand storytelling in film and advertising.
