COACH CASE STUDY: PAINT THE TOWN CAMPAGNE

INSPIRED BY THE HERITAGE OF COACH AND ITS CLASSIC OX BLOOD COLOR. ALL WITH A FRESH NEW TAKE FOR A NEW MARKET.

*Photography, Design, and Creative direction are my own

Fashion advertising campaign pitch developed for Coach in the class visual culture colloquium at NYU.

The Problem

The young, fun, quirky, consumer base wasn’t resonating with its ultra-safe & polished brand imagery compared to customer -generated content.

After reading the brand magic index report created by Business Of Fashion I recognised a weak point in their media strategy. A lack of innovation in their visual content.

The solution

The coach “Paint the Town” campaign positions coach products as the perfect accessible going-out accessories, for the young eco-conscious consumer. The “paint the town” wording is a play on the phrase paint the town red highlighting the trending cherry red color with deep roots in Coach’s’ history. While aligning Coach with the fun of a crazy wild night out.

The Campaign

Using trend forecasting and house codes I decided to create a campaign that meets customers where they are in a visual language native to them. High-flash photography with a raw unfiltered twist reminiscent of an Instagram photo dump, with imagery deployed on public transit in areas with young vibrant nightlife.