Lake
2026 — Campaign, film
The ask
Lake, the American sleepwear brand, was launching The Great Escape, a collection about leaving everything behind. The brief: make people feel the getaway before they see the pyjamas. A story, not a catalogue.
What we did
Written like a film: four characters, one escape. Karlina Caune, Cora Emmanuel, Tara Halliwell and Will Chalker, photographed by Terence Connors as an ensemble on the run, with the campaign film at the centre of the launch.
Scope
Campaign concept and narrative, ensemble casting, art direction of the shoot, the launch film and the image set for the online and in-store roll-out.
Results
Brand awareness up approx. 30%
Online sales up approx. 20%
FW 2026Models: Karlina Caune – Cora Emmanuel – Tara Halliwell – Will Chalker — Photographer: Terence Connors
