Creative Strategy, Direction and Execution for the U Collection by UAG. In 2021 UAG decided to re-position their women’s collection as a gender neutral collection. This was due to the product appealing to more than just women with many men preferring the products to the traditional UAG aesthetic. The brand direction given by the internal team was to visually position the collection to appeal to non-binary and fashion focused consumers. This was a large departure from the “Strong is Beautiful” launch of the U Collection so we visually looked to wipe the slate clean before pushing in a new direction. Part of the direction for this content was also for the models to overtly interact with the product in interesting ways, rather than the more traditional way of pretending to use the products in a forced way.