Coach Unveils “Find Your Courage” Campaign with Virtual Human imma and Celebrity Ambassadors
New York, Feb 22, 2024: Luxury fashion brand Coach has launched its latest campaign, “Find Your Courage,” featuring a unique blend of virtual and real-world elements. The campaign stars virtual human imma alongside well-known personalities Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan, aiming to explore the theme of authenticity in today’s digital age.
In a departure from traditional advertising, Coach’s “Find Your Courage” campaign takes place in a virtual universe, blurring the lines between reality and digital artistry. Through a series of chapters, viewers follow imma on a journey of self-discovery, encountering each ambassador in their distinct virtual worlds.
The campaign’s message is rooted in “The Courage to Be Real,” reflecting Coach’s commitment to celebrating individuality and self-expression. Each ambassador imparts a lesson in courage, from defying norms to embracing uncertainty and challenging expectations.
Directed by Valée Duhamel and photographed by Charlie Engman, “Find Your Courage” utilizes cutting-edge CGI to create visually stunning scenes that push the boundaries of creative expression. The campaign also introduces the Coach Spring 2024 collection, featuring modern interpretations of American design, including new iterations of the iconic Tabby shoulder bag and other fashion essentials.
Stuart Vevers, Creative Director of Coach, expressed his vision for the campaign, stating, “‘Find Your Courage’ expresses the feeling I wanted for the collection, where our heritage is the foundation for exciting new possibilities for self-expression.”
Sandeep Seth, Coach Global Chief Marketing Officer and North America President, highlighted the significance of the campaign in today’s digital landscape, noting, “imma 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.”
In addition to its visual storytelling, Coach plans to extend the campaign’s reach through collaborations with gaming platforms, offering users the opportunity to engage with the Coach Spring collection in virtual environments.
“Find Your Courage” represents Coach’s innovative approach to marketing, leveraging technology and creativity to connect with a new generation of consumers who seek authenticity and individuality in their fashion choices.
