Coach Holiday 2023

More than a gift.

For this campaign we wanted to hit at the intersection of product and purpose—the right mix for a time of year when both emotions and spending are at an all-time high. So we focused on the idea of a Coach gift as something that can confer love, understanding, and confidence, too.

In each of our three marquee stories our heroes embark on a new undertaking, and the bags they carry remind them of an initial moment of exchange when a loved one let them know they have someone in their corner.

This was one of the most exciting projects I’ve worked on at Coach: very *cinematic*, very immersive. I worked closely with my art partners, and our marketing teams, to isolate the right consumer insights and find the sweet spot between emotion and transaction, then worked to script and storyboard all three films before bringing in with an incredible production team and director to pull it all off.

We started out with a young woman making a move to the Big Apple…

Then followed a creative type getting his start at a new job…

And finished off the season with the story of a high schooler experimenting with her look (with a little help from Grandma, and our top-selling Black Star bag).

Our hero films got lots of airtime on social, site, and YouTube. We supplemented those spots with still photography and copy to bring it all home.

• Senior Copy Manager: Jon Roth

• Art Directors: Mercedes Beach and Angela Heifner

• Deputy VP Creative Content: Jonathan Bailey

• Director: Christine Yuan