Urban Armor Gear • Brand Strategy

Further Muzcali

An international brand storytelling campaign in Thailand featuring athlete Gift (@muzcali)

Project Overview

I assembled a team of both internal UAG employees and external creatives to travel to Thailand and create an impactful brand storytelling moment around athlete "Gift," known as @muzcali on Instagram. This campaign was designed to bring her personal story to life—how cycling has shaped her journey and what it means to go "Further" in alignment with the UAG brand philosophy.

The project required extensive coordination across multiple time zones, managing both creative vision and logistical complexity. From scouting locations in Thailand to coordinating with local vendors and ensuring the team captured authentic moments, every detail was carefully orchestrated to tell Gift's story in the most compelling way possible.

The result was a multi-platform campaign that resonated deeply with audiences, achieving over 200,000 views on the YouTube launch video and generating significant engagement across all social channels.

Client

Urban Armor Gear (UAG)

Role

Executive Producer & Campaign Strategist

Location

Thailand

Key Result

200,000+ YouTube Views

Services

Executive ProductionOn-Location ProductionLogistics CoordinationAsset ManagementVideo ProductionCampaign GraphicsSocial StrategyDigital Marketing

Campaign Video

The full-length documentary-style video that captured Gift's journey and the essence of going "Further"

The Story Behind the Campaign

Connecting with Gift

The campaign began with identifying the right athlete who could authentically represent UAG's "Further" brand message. Gift, known as @muzcali on Instagram, embodied everything the brand stood for—resilience, determination, and the drive to push beyond limits. Her personal story of how cycling transformed her life made her the perfect ambassador for this campaign.

Building the Team

Success required assembling the right mix of talent. I brought together internal UAG team members who understood the brand DNA with external creatives who could bring fresh perspectives and technical expertise. This collaborative approach ensured we maintained brand authenticity while pushing creative boundaries.

On-Location Production

Traveling to Thailand presented unique challenges and opportunities. I coordinated all logistics—from location scouting and permits to vendor management and crew accommodations. Being on the ground allowed me to make real-time creative decisions and ensure every shot captured the authentic spirit of Gift's journey.

Post-Production & Launch Strategy

After the shoot, I worked closely with the internal team to curate and edit the best assets. Collaborating with the art director, we developed campaign graphics and visual assets that would resonate across platforms. I personally built out the complete social and digital strategy, orchestrating a launch that would maximize impact and engagement.