the iconic gen-z rebrand
We all saw it happen right before our eyes, Coach, the beloved heritage brand we rocked in middle school, made a historical comeback. Fueled by the resurgence of Y2K fashion – Coach deployed the best minds in the game to surpass the hype with a historical stronghold stoked by strategic social-first marketing.
Inspired by the sheer work ethic of gen-z, Coach tapped us at Vaynermedia to create a candid digital short inspired by the story of 26 year old, influencer & restauranteur, Chef Tue. With “Let Her Cook” the goal was to capture the essence of a narrative driven “What Fits In The Bag"–positioning the Coach Outlet Laurel Shoulder bag as the bag that can act as the ultimate companion piece for a growing demographic of gen-z women who aspire to self-made.
Concept by, Copywriter & Sr. Creator, Josette Roberts & Art Director, Courtney Hechler | Hero Video team: Creative Director,Luis Nuñes, Sheditor ,Javier Aguiar, Sr. Creator, Josette Roberts, Lead Creator, Skylar Handler | Social Content: Shot & Directed by Josette Roberts & Skylar Handler, edited by Josette Roberts
When the brief asked for a Coachtopia driven “Day in the Life” of a NYC Student/Influencer, I drew inspiration from the Coachtopia Loop Tote, hence “Life On A Loop” was born–relating the cycle and routine of student life, to the circularity of Coachtopia.
Copywriter & Sr. Creator - Josette Roberts | Shot & Directed by Josette Roberts, Madeleine Kachikian & Yifan | Edited by Javier Aguilar
Behind-the-scenes content should act as an extension of the hero campaign to push the conversation and build community on socials. These BTS moments with Jayson Tatum were inspired by his collab with Coach Men’s fragrance, to highlight his personality and give audiences an up close glance at the champ himself.
Copywriter & Sr. Creator - Josette Roberts, Creative Director - Luis Nuñes, Creator - Shania Hodgson
