Designing and Printing Something Large, Bold, and Uniquely Comfortable
Ugg, the leading lifestyle fashion brand renowned for its footwear and commitment to diversity and inclusion, wanted to make a big impact with a colorfully printed float at the LA Pride Parade & Festival. Through its creative collaboration with CR&A Custom and internationally acclaimed comedian and author ALOK, Ugg delivered a brand activation that showcased an inspiring intersection of artistic craftsmanship, brand identity, and social advocacy.
Ugg, with its goal to make self-expression comfortable for everyone, partnered with ALOK to co-create its expressive, color-stacked URSeen Platform and its Pride 2024 URSeen collection. The platform and collection were inspired by ALOK’s idea of fluidity and being part of a spectrum. The 2024 LA Pride Parade & Festival was the perfect stage to promote the collection while celebrating the LGBTQ+ community of Los Angeles. 
Designing, printing, and executing a large format parade float for one of the largest Pride celebrations in the country is a significant project - and Ugg needed it to be perfect.
Through a mutual partner, Ugg was introduced to CR&A Custom, an Los Angeles-based print manufacturer known for its creativity and expertise in high-quality large format printing.
With this connection, the creative partnership was in place to design and execute Ugg’s key brand activation project at the Festival.
The Vision of the Project
At CR&A's downtown Los Angeles production studio, a brainstorming session was held to visualize the project. CR&A suggested the idea to incorporate genuine Ugg fur along the edge of the printed shoe.
This innovative element aimed to align closely with Ugg's brand identity and elevate the project's aesthetic appeal. Ugg loved the concept and arranged for the necessary materials to be delivered to CR&A's workshop.
The large format print project faced tight deadlines and budgetary constraints. Despite these challenges, CR&A's team remained dedicated to delivering a high-quality product.
The team navigated complex technical requirements to ensure the project's success, focusing on both aesthetic and practical considerations. To guarantee the safety of participants in the LA Pride Parade, CR&A meticulously planned for the large printed float structure to complement the placement of fire extinguishers, sound systems, and structural elements.
The Finished Product: The Perfect Fit
The huge printed Ugg shoe featured vibrant colors, an intricate rainbow design, and a plush Ugg fur trim, creating a striking visual representation of love, acceptance, and individuality. As a highlight of the LA Pride Parade, the Pride Shoe captivated attendees, embodying the spirit of diversity and inclusion.
The project highlighted CR&A's exceptional artistry, attention to detail, and commitment to fostering diversity and inclusion. The collaboration not only met but exceeded Ugg's expectations, reinforcing its brand values and creating a memorable, inclusive experience for parade attendees. This project stands as a testament to the power of creative collaboration in celebrating and advocating for diversity and inclusion through art and design.
CR&A's precise attention to detail and dedication to quality was evident in the final product. The Ugg float became a stunning centerpiece of the LA Pride Parade.
This project not only exceeded Ugg's expectations but also left a lasting impression on the attendees of the festival, creating a memorable and inclusive brand experience that celebrated the beauty of individuality.
Videos and photos of the giant Ugg shoe float were shared and re-shared on social media and viewed by millions. Not surprisingly, the value of this earned media coverage far outweighed the cost. 
Yet more than just a single project for a one-time event, this collaboration demonstrates the idea that there are no limits to what is possible. If a gigantic larger-than-life shoe can be printed and rolled on a truck down Hollywood Blvd, what else can creative people think of?
Event managers and brand activation companies are now able to think more creatively about what high-quality large format print can do for their brand. Working with a company like CR&A Custom, with more than 30 years’ experience and expertise in large format print, can bring a crazy idea to life and redefine what’s possible for brand marketing.
