Touted as Gen Z’s pop jazz icon, Laufey has undoubtedly revitalized the genre – with a diehard group of young listeners who have even created Laufey-inspired worlds of their own.

Her recent single “Goddess” is a testament to that – fans posting thousands of clips of the song before it’s official release and creating their own content, giving the song life before birth.

This exchange between Laufey and fans shares a parallel sentiment to the lyrics themselves –
themes of fame, idolization, and the desire of wanting to be seen as human. Laufey has created a world in which her fans are the purveyors of the art – the artist is merely a vessel.

For this campaign we needed to continue this arc – a fleeting duet between physical and digital performance that allowed Laufey’s presence to be felt without her physically being there – and most importantly, showcasing the genre on raw display without promotion or preamble.

“I’m a goddess on stage, human when we’re alone.”