Coach launches ‘Find Your Courage’ campaign featuring virtual human and celebrities

Coach has unveiled its latest campaign, ‘Find Your Courage’, which introduces a virtual universe where model and digital creator imma embarks on a journey alongside Coach ambassadors Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan. 

Set against the backdrop of a virtual landscape, the campaign showcases Coach’s Spring collection while narrating a tale of discovering authenticity in one’s own way. Grounded in the theme of ‘The Courage to Be Real’, Coach’s campaign aims to inspire individuals to embrace their multifaceted identities, blurring the boundaries between physical and virtual realms to reflect the evolving definition of authenticity among today’s youth.

The campaign unfolds in chapters, with the initial segment starring Lil Nas X. Subsequent chapters, slated for release in March, April, and May, will feature encounters with other Coach ambassadors. 

“Envisioning Spring, I was inspired to explore the archetypes of American style and the codes that define Coach’s legacy through the point-of-view of today’s generation,” said creative director Stuart Vevers. “‘Find Your Courage’ expresses the feeling I wanted for the collection, where our heritage is the foundation for exciting new possibilities for self-expression.”

Directed by Vallée Duhamel and photographed by Charlie Engman, Find Your Courage utilizes CGI to bring the virtual world to life.

“Find Your Courage 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,” added Coach global chief marketing officer and North America president Sandeep Seth. 

“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.”