Coach TV

Coming to you almost-live.

During the spring of 2021, Coach creative director Stuart Vevers asked us to reimagine what a runway show could be: removing it from the context of a standard physical presentation and taking it closer to pure entertainment. That challenge led us to Coach TV. Ironic, nostalgic, scrappy and sassy, Coach TV ran for three seasons, hosted an iconic cast of characters (from Chaka Khan to Kaia Gerber), and took our brand content in an entirely new direction. Far from a self-serious, high-fashion runway presentation, our Coach TV programming gave our audiences permission to have a little fun.

The project morphed slightly with each iteration, starting with network news broadcasts, then shifting to a ‘90s MTV-style news show, then toward gritty public access TV. I helped concept, write and edit some sketches on my own, and was brought in to punch up and rewrite others.

It’s hard to pick a favorite, but I do believe Jon Batiste’s Magical Musical Hour is 100% ready for prime time.

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Senior Copy Manager: Jon Roth
Senior Director, Concept and Editorial: Emma Ciufo
Director, Creative Content: Lance Gorton
Global VP, Copy and Editorial: Melissa Dick
Deputy VP, Creative Content: Jonathan Bailey