FEELS LIKE SUMMER

Turning your first Coach bag into a magical coming-of-age moment.

CAMPAIGN SYSTEM

SOCIAL CUTDOWNS

Challenge

Appeal to the Gen Z consumer, positioning Coach as every young woman's first luxury purchase and making it more than an accessory, but part of a personal milestone.

Strategy

Feels Like Summer transforms that experience into a dreamlike visual world where first ownership feels playful, transformative, and full of possibility. Coach acts as a companion in becoming.

Focus
Luxury Fashion · Social-First Campaign

Role
Creative Direction · Art Direction · Social Content Production · Video Editing · Campaign Concept

STILLS

Performance

  • Hero film generated 9.7K+ views on YouTube.

  • Social cutdowns generated an additional 1.2K+ views on Instagram.

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THE MOODBOARDS

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