Coach has rolled out a new campaign titled ‘Find Your Courage’, featuring virtual human, model and digital creator imma and Coach Family Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan.
Set in a virtual universe, the campaign introduces the Coach Spring collection within a story about finding the courage to discover what it means to be real in your own way.
Coach aims for a campaign that speaks individuality and self-expression. The theme of finding the courage to be authentic in one’s way aligns well with the brand’s ethos of embracing individuality and uniqueness.
Placing the campaign within a virtual universe adds a modern twist, reflecting the increasing importance of digital spaces in contemporary culture.
The campaign centred around the theme of redefining authenticity and embracing the complex layers of identity, is a narrative that resonates and is inspired by the experiences of today’s younger generations.
Through the character of imma, the audience is taken on a journey of self-discovery, visiting each ambassador in their unique virtual world who embody different facets of courage and self-expression.
With each visit, imma learns each individual’s ‘superpower’—a lesson that will help her discover what makes her real in her own way.
Lil Nas X sets the stage encouraging imma to break free from conventional expectations and chart her own course.
Directed by Valée Duhamel and photographed by Charlie Engman, “Find Your Courage” is inspired by A.I. and created using CGI, underscoring the campaign’s message of embracing new frontiers for creative expression.
It also introduces pieces from the Coach Spring 2024 collection, inspired by Creative Director Stuart Vevers’ vision of youthful interpretations of Coach’s American design language.
Coach Global Chief Marketing Officer and North America President, Sandeep Seth, said: “Envisioning Spring, I was inspired to explore the archetypes of American style and the codes that define Coach’s legacy through the point-of-view of today’s generation,” said Vevers. “‘Find Your Courage’ expresses the feeling I wanted for the collection, where our heritage is the foundation for exciting new possibilities for self-expression.”
“‘Find Your Courage’ is meant to inspire our consumers to seek out all possibilities for who they can be, despite the tensions and expectations in life they might feel,”
“For us, imma is the perfect ambassador to tell this story because she is challenging the notion of what we consider ‘real’ today. Her journey in our campaign takes us into a new world that pushes the boundaries of self-expression and inspires us along the way.”
