Coach subverts reality and inspires to find true self in 'Find Your Courage' campaign

Coach has unveiled its latest campaign ‘Find Your Courage’, in which the clothing brand introduces its Spring collection. Starring virtual human imma, Lil Nas X, Kōki, Youngji Lee, Wu Jinyan and Camila Mendes, ‘Find Your Courage’ is set in a virtual world, where imma traverses through a story about finding the courage to discover what it means to be real. 

The first chapter, released today, follows imma as she goes to Lil Nas X to learn about the courage of changing the game, by writing one’s own rules instead of going by someone else’s rulebook. 

The future chapters, to be released in March, April and May, will see imma tread the virtual and physical world to know each ambassador’s superpowers. Wu Jinyan shows imma the courage to take risks, where she learns to overcome uncertainty by taking a bold leap forward. With YoungJi Lee, she discovers the courage to break the mold by subverting expectations with humor. In the final chapters, she meets with Camila Mendes, where she learns to keep evolving and love every version of herself, followed by Kōki, where she finds the courage to explore new possibilities—in a luminous world that connects all prior chapters of the film and opens more doors to new paths.  

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. 

Coach will additionally bring “Find Your Courage” to life with new collaborations with gaming platforms where users can dress their avatars in the Coach Spring collection as well as a new multi-sensory iteration of The Coach Tabby Shop, inspired by this season’s Quilted Tabby shoulder bag.

https://www.coach.com/content/courage-to-be-real  

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