‘Show us your scars’: Ugly debuts with a skating and surfing fail compilation for Ozmosis

Creative agency Ugly has released its first work since launching in April for surf and skate brand Ozmosis, compiling a mixture of surfing and skating fails with the tag line, “Show us your scars.”

Financially backed by M&C Saatchi, Ugly consists of TBWA Sydney’s ex executive creative director Gary McCreadie, Anomaly Amsterdam’s founding partner and CEO Hazelle Klonhammer, and M&C Saatchi’s former head of strategy Ross Berthinussen.

The 30 second compilation features various surfing and skateboard accidents coupled with Ozmosis offering exclusive deals to anyone showing a scrape, bruise of scar to their store staff.

Australians can also upload a photo to social media with the hashtag #PayWithPain.

McCreadie said the campaign is more than just a promotion, it is a “philosophy about life”.

“To connect with this audience we had to be real. Really real. You can’t just talk to this generation in the language of advertising, and expect them to do anything, it doesn’t work,” he said.

Klonhammer said: “Behind every brave campaign is a brave client. The retail environment is becoming an increasingly tough nut to crack, so it’s inspiring to see brands like Ozmosis shake things up.”


  • Creative – Ugly
  • Photography – Sabine Schwarz
  • Production Company – Chee Productions
  • Edit and Post Production – Carve and Stitch
  • Sound Design and Mix – Sonar
  • Media – Bohemia
  • PR and Influencer outreach – Hidden Characters

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