Coach Runway: Fall 2022 

Somewhere in America…

Every runway show is a fresh opportunity to flex our creative muscles. For Fall ‘22, we were asked to bring to life creative director Stuart Vevers’ vision for a nostalgic, cinematic, all-American neighborhood with just a smidge of Lynchian tension. I was closely involved in this from our initial creative decks - writing a manifesto, dreaming up scenarios and pulling film references - to the day of show and beyond.

Our teaser films set Hollywood-inspired text treatment (by way of Tarantino) over scenes of dreamy Americana. These appeared on social, email and site on the days leading up to the show to drum up anticipation and give our audience a taste of what was to come.

To extend content capture during the day of the show, and leverage the star power of some of our incredible guests, we also created a ‘back lot’ on location: building out sets and scripting short films based on suburban tropes ranging from Bye Bye Birdie to Scream to American Beauty. The short films were deployed on Instagram and YouTube in the days following the show, helping to color in the world we’d created and extend our storytelling.

• Senior Copy Manager: Jon Roth

• Art Director: Travis Witmer

• Director, Creative Content: Lance Gorton

• Sr Director Copy, Concept & Editorial: Emma Ciufo

• Deputy VP, Creative Content: Jonathan Bailey

• VP Creative: Melissa Dick