Creative Work, USA

Imma Joins Lil Nas X in ‘Find Your Courage’ Campaign from Coach

“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.”

by APAC Ad Junkie
February 19, 2024

Coach has launched its “Find Your Courage,” a campaign featuring virtual human, model, and digital creator Imma and Coach Family Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan.

The campaign is set in a virtual universe and introduces the Coach Spring collection within a story the brand describes a being “about finding the courage to discover what it means to be real in your own way.”

The brand added that in the newest exploration of “The Courage to Be Real,” Coach’s purpose is grounded in inspiring people to express the many sides of who they are, “Find Your Courage” takes place between physical and virtual worlds, blurring the lines along the way.

Unveiled today with the first chapter starring Lil Nas X, the campaign follows imma as she goes on a journey to find her courage, visiting each ambassador in their own unique virtual world. With each visit, imma learns each individual’s “superpower”—a lesson that will help her discover what makes her real in her own way.

Directed by Valée Duhamel and photographed by Charlie Engman, “Find Your Courage” is inspired by A.I. and created using CGI, underscoring the campaign’s message of embracing new frontiers for creative expression. It also introduces pieces from the Coach Spring 2024 collection, inspired by Creative Director Stuart Vevers’ vision of youthful interpretations of Coach’s American design language, including new quilted explorations of its Tabby shoulder bag.

“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 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.”

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Coach Global Chief Marketing Officer and North America President Sandeep Seth added: “‘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.”

“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.”