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By Amy Houston, Senior Reporter

February 28, 2024 | 3 min read

The pastel-hued spot marks the first chapter of the ‘Find Your Courage’ campaign, which will also feature brand ambassadors Camila Mendes, Youngji Lee, Kōki and Wu Jinyan.

Coach has unveiled the ad campaign for its Spring collection that draws inspiration from AI, blurring the lines between reality and the virtual world. Starring rapper Lil Nas X alongside digital model Imma, the spot takes viewers on a journey through a lively pastel world with a giant chess board at the heart of it.

This is the first chapter of the new campaign that will also feature brand ambassadors Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan. According to Coach, the project draws inspiration from the younger generation’s definition of what it means to be “real” and navigates complex layers of identity.

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Directed by Vallée Duhamel, photographed by Charlie Engman and imagined by creative agency Marcel, the ad is inspired by AI and created using CGI.

“The campaign is meant to inspire our consumers to seek out all possibilities for who they can be, despite the tensions and expectations in life they might feel,” said Sandeep Seth, global chief marketing officer and North America president at Coach.

“For us, Imma is the perfect ambassador to tell this story because she is challenging the notion of what we consider ‘real’ today. Her journey in our campaign takes us into a new world that pushes the boundaries of self-expression and inspires us along the way.”

Lil Nas X is no stranger to ad campaigns, having previously been featured in an Uber Eats spot with Elton John as well as a huge out-of-home ad for Coach two years ago.

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