Coach

Apr 2024

Coach transforms the urban landscape into a vibrant, dreamlike playground for its Spring 2024 ad campaign, a bold visual statement that pushes the boundaries of traditional luxury advertising. Under the creative direction of Stuart Vevers, the project seamlessly merges high-fashion editorial sensibilities with advanced digital artistry, utilizing a mix of 3D render and CGI techniques to craft a surreal, hyper-saturated world. The campaign features a star-studded ensemble, including Lil Nas X and Camila Mendes, who are captured navigating oversized, whimsical environments ranging from chess-inspired rooftop platforms to lush, fantastical gardens of giant daisies. The execution relies on a sophisticated blend of natural light and studio strobe, ensuring that the brand’s signature quilted leather handbags and structured apparel pop with tactile precision against the fantastical backdrops. By leaning into this surreal aesthetic, the campaign effectively reimagines New York City as an ethereal, candy-colored stage, while maintaining a polished commercial finish. With photography by Charlie Engman and direction by Valée Duhamel, the work successfully navigates the tension between digital playfulness and tangible luxury. The imagery not only centers on the seasonal collection but also constructs a cohesive, immersive narrative that feels both imaginative and meticulously curated, proving that the house of Coach continues to evolve its visual language through inventive collaborations and a clear, forward-thinking creative vision.

Commercial, Editorial, Editorial

3D render / CGI