COACH x Lil Nas X

Digital Director AT COACH, 2022

For their “Courage to Be Real” campaign, Coach announceD a collaboration with Rapper Lil Nas X as part of a major brand repositioning towards becoming a purpose-driven brand.

I lead the in-house Coach Digital team in a variety of interactive virtual metaverse initiatives around the launch. We Looked to reframe identity and self expression for a new Gen Z audience with Augmented Reality fashion and retail partnerships. Plus, We created a 3D scanned virtual avatar of Lil Nas brought to life in The 785 sq meter 3D billboard over Piccadilly Lights in London.