Everlane is focusing on its denim category for its latest campaign.
Dubbed “Get Into Denim,” the campaign was developed by Shu Hung who joined as Everlane’s vice president of global brand creative director from Uniqlo earlier this year. Hung leads the creative team under CMO Sophie Bambuck, and partnered with agencies Media by Mother and Frosty Pop on this project.
Shot by Laura Jane Coulson, along with videographer Bunny Kinney, the resulting campaign was created to represent the restless spirit of change and the positive individuality in American culture.
“The last 18 months have made it clear: there is no better time than the present to confidently be whoever you want to be,” said Bambuck. “‘Get Into Denim,’ our first denim campaign in two years, captures this idea. We feature individuals who are making the world better by being unapologetically themselves, all wearing our organic denim that’s made better for the planet. This is the first of many exciting and inspiring campaigns that our re-energized brand and creative teams will be working on.”
“Everlane’s approach to this campaign is a view into how creative development is evolving for brands that have their history in a digital world,” added David Gaines, founder and CEO of Media by Mother. “We worked directly with the creative team from day one. Data from real-world actions helped inform not just the shape of the content, how it needed to work but even things like the flow of story arcs based upon how we see the audience engage with content. It’s a different media plus creative process but the pace and the quality of the outcome is testament to Shu’s team leading the way for brands in this space.”