Coach Pride 2022

Go all out for Pride.

Every Pride campaign has its own inflection. This time around, we wanted to focus on the loud, proud, celebratory nature of the occasion. The queer experience can be freighted with emotionally charged stories. We wanted to remind our audience that it can be fun, too. So we assembled a cast of one-of-a-kind talent and asked them about where they go (and what they wear) when they want to really let their hair down.

Then, we threw a big party to celebrate.

Beyond our feel-good hero video, we asked each member of our cast to talk about how their presentation informs their identity, to speak to the importance of nightlife within the community, and how living authentically can be key to survival as a queer person.

Afterwards, the cast and crew headed over to iconic NYC gay bar the Monster, where many more guests met us for a night of celebration (and content creation, of course).

To get the word out in advance, I drafted an invite inspired by downtown flyers of the early ‘90s. Even better, I got to pull out one of my typewriters to give the text some extra texture. Later, we decorated the interior of the Monster with an assortment of band-inspired (but always Coach-inflected) posters.

The party lived on TikTok, while our product and storytelling showed up on site, email and Instagram.

• Senior Copy Manager: Jon Roth

• Copy Manager: Malcolm Thomas

• Art Director: Travis Witmer

• Director, Creative Content: Lance Gorton

• Senior Director, Copy, Concept & Editorial: Emma Ciufo

• Deputy VP Creative Content: Jonathan Bailey