Coach x Tom Wesselmann

A playful, Pop Art-inspired collection.

We all know Warhol. But Wesselmann? An amazing artist without much name recognition. Our task with this campaign was twofold: to capture the playful and sexy qualities of the artist’s work, and to help educate a customer who’s already hooked on those irresistible graphics, but wants to know more.

To hero the campaign, photographer Juergen Teller brought Wesselmann’s joyful sensibility to the fore in a shoot packed with oversized props and lots of laughter, starring Hari Nef, Manami Kinoshita, and Kai-Isaiah Jamal (who also wrote and recited a spoken word poem for us on set.)

To tell Wesselmann’s story further, I dove deep into his work: reading and watching interviews (and expensing a gorgeous monograph). From there I created a library of quotes we could deploy over email and at other touchpoints throughout the campaign.

Coach also partnered with the experts at Media Monks to create an interactive experience around the artist. Users participated in an interactive scavenger hunt across three thematic levels, learning about Wesselmann’s passions and pleasures along the way. I worked with the MM team to tailor each level to Wesselmann’s interests, and provided all wayfinding and informational copy that spoke to the artist’s life and work.

Finally, we enlisted a cohort of art and fashion-focused TikTokers to deliver brief downloads on Wesselmann, both on their channels and ours. We supplied the artwork and the talking points, and let them speak to their audience as only they could.

• Senior Copy Manager: Jon Roth

• Art Director: Mercedes Beach

• Deputy VP Creative Content: Jonathan Bailey

• Senior Copy Director: Emma Ciufo

• VP Creative Content: Melissa Dick