Coach has unveiled their latest surreal global campaign, directed by Unlisted's Vallée Duhamel. Aptly titled ‘Find Your Courage,’ the New York fashion house asks audiences everywhere to discover what it means to be real in one’s own unique way.

To emphasise this message, Vallée crafts a series of films that take place between physical and virtual worlds - blending live action and CG techniques seamlessly to evoke a true sense of self-expression. Each of these worlds is occupied by virtual model and digital creator, Imma, who acts as the campaign’s protagonist. Along the way, she meets members of the Coach family (Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan) who each have their respective lessons to navigate and embrace.

Using AI as inspiration, Vallée’s art direction is stylish and transportative - redefining Coach’s legacy through the point-of-view of today’s youth.

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