FEELS LIKE SUMMER

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

Challenge

Position Coach as more than a first luxury purchase: make the bag feel like part of a young woman’s personal coming-of-age.

Strategy

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

Focus
Luxury Fashion · Social-First Campaign

Role
Creative Direction · Art Direction · Social Design · Social Content Production · Video Editing

CAMPAIGN SYSTEM

SOCIAL CUTDOWNS

Performance

  • Hero film generated 9.7K+ views on YouTube.

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

STILLS

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INSTAGRAM STORY SET

Translating Feels Like Summer into a product-focused Instagram Story sequence and feed carousel by repurposing images from other campaigns.

CAROUSEL

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THE treatment

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