Sustainability was built into the production from the start. The entire practical set was designed to be reused. After the campaign shoot, it was transformed into a 2,500-square-foot immersive pop-up at 216 Lafayette Street in SoHo, a one-day retail activation where visitors could step into the world of Everland in person. The OOH campaign extended the miniature world to billboards and street-level placements.
The campaign was covered by Vogue, Business of Fashion, AdAge, Elle, Marie Claire, and WWD, and marked a turning point for Everlane — moving from product-forward marketing into cinematic, talent-driven storytelling.
EVERLANE
ROLE DIRECTOR PHOTOGRAPHER
CAMPAIGN LAUFEY IN EVERLAND
AGENCY PLAYLAB, INC.
PRESIDENT ARCHIE LEE COATES
CREATIVE DIRECTOR ANA CECILIA THOMPSON MOTTA
SENIOR DESIGNER BLOSSOM LIU
DIRECTOR OF OPERATIONS KYLIE MCMAHON
PRODUCTION COMPANY DERBY
EXECUTIVE PRODUCER STEPHAN BIELECKI
PRODUCER KATIE CUNNINGHAM
PRODUCTION MANAGER HOLLY RAY
PRODUCTION COORDINATOR HADLEY SACHS
1ST AD MEGAN CHUMBLEY
DIRECTOR OF PHOTOGRAPHY EMERSON DUGGAN
PRODUCTION DESIGN NUCALIFORNIA
MINIATURE CLOTHING SARA PAQUETTE
STUDIO LINE204
1ST AC RYAN SAX
STEADICAM ZACHARY STANKE
KEY GRIP TIGER WHITESIDES
GAFFER ISAAC MARZIALI
BTS CHRISTIAN LANZA
EDITOR / VFX GIANLUIGI CARELLA
COLORIST MYLES BEVAN
SOUND MIXER GIANLUIGI CARELLA
PHOTO RETOUCHING NATALY TRACH
LAUFEY TEAM
CREATIVE DIRECTOR JUNIA LÍN JÓNSDÓTTIR
STYLIST LEITH CLARK
HAIR STYLIST JENNY CHO
MUA NINA PARK
MANAGEMENT MAX GREDINGER
MANAGEMENT CARMEN INGA
MANAGEMENT EMMA MACDONALD
EVERLANE
CEO ALFRED CHANG
DIRECTOR OF BRAND MARKETING RAUL MENDOZA
VP OF BRAND AND COMMS LISA PEREZ
BRAND PARTNERSHIPS AND COLLABORATIONS GRACE REAGAN
CREATIVE DIRECTOR ALEX FREUND
DIRECTOR OF SOCIAL + INFLUENCER LIZ MONTIEL
SOCIAL MEDIA MANAGER LAUREN DATTLIO