Discover Your Inner Strength

The Fusion of Tradition and Innovation

In a groundbreaking move, Coach has unveiled its latest campaign, 'Discover Your Inner Strength,' that combines traditional celebrity endorsements with a modern twist of virtual influencers. The campaign features the virtual influencer imma alongside renowned celebrities such as Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan, marking a new era in marketing strategies.

Building on the success of its previous campaign, 'The Courage to Be Real,' Coach's 'Discover Your Inner Strength' takes inspiration from artificial intelligence (AI) to create a captivating narrative. Through a series of videos, imma ventures into the virtual worlds of each ambassador, setting the stage for a dynamic exploration of identity and authenticity.

The fashion house is not limiting its reach to traditional platforms but is also venturing into the gaming realm and hosting the Coach Tabby Shop pop-up, ensuring that the campaign resonates with a diverse audience across various mediums.

Empowering the Next Generation

At the core of 'Discover Your Inner Strength' lies a profound message aimed at empowering the younger generation to embrace their uniqueness and redefine the concept of authenticity. By merging the virtual realm with real-life experiences, Coach is challenging societal norms and encouraging individuals to find courage in self-expression.

Sandeep Seth, the Global Chief Marketing Officer and North America President of Coach, emphasized the campaign's intention to inspire consumers to break free from societal pressures and explore the endless possibilities of self-discovery. Through the character of imma, a virtual human and digital creator, Coach is paving the way for a new era of storytelling and brand representation.

Imma, crafted by Aww Inc., serves as the perfect embodiment of pushing boundaries and redefining perceptions of reality. Her journey alongside the celebrity ambassadors showcases a fusion of creativity and innovation, inviting viewers to embark on a transformative voyage of self-exploration.

Unveiling a World of Possibilities

The unveiling of 'Discover Your Inner Strength' not only marks a milestone in marketing evolution but also sets a new standard for engaging storytelling. Through a series of captivating videos, viewers are transported into a realm where imagination and reality converge, blurring the lines between the physical and virtual worlds.

Directed by Vallée Duhamel and captured through the lens of Charlie Engman, the campaign videos offer a glimpse into the unique 'superpowers' of each brand ambassador, symbolizing the essence of taking risks, breaking barriers, and embracing change. From the virtual chess board with Lil Nas X to the avant-garde expressions with Kōki, each video encapsulates a narrative of empowerment and transformation.

As AI continues to shape the landscape of creative expression, 'Discover Your Inner Strength' stands as a testament to the boundless possibilities that emerge when tradition meets innovation. With gaming and experiential activations enhancing the campaign's reach, Coach is not only redefining marketing strategies but also inspiring individuals to unlock their inner strength and embrace the journey of self-discovery.