Situation:

After 5 years of slow decline in sales (2015 to 2020) due to a perceived aging image (Mum’s brand), the largest brand in the Tapestry group is undertaking a major strategic restructuring effort to reach Gen Z.

The collections are being redesigned, the portfolio of ambassadors is being rejuvenated and a new brand platform is being launched: "Courage to Be Real". A new platform that aligns with the aspirations of a generation that seeks to constantly experiment with identity, gender or style and encourages them to pursue, despite everything, in an ultra-normative society.

Brief :

Launch #Courage To Be Real brand platform in China Market.

Objectives:

Increase Coach's consideration by giving the brand a story that resonates with the Chinese Gen Z.

Our ambition for this film was to make people forget about technique.

We wanted the viewers to be focus on the story and emotion, without paying attention

to the visual effects. Here is a summarize of all the process.

1. Close Up > Droste Effect + Infinite Zoom.

2. Bolt Cam > Wipe transition, with a lot of Reflections making a Droste Effect.

3. Bullet Time + Trucking.

4. Title + Camera Roll + Dolly In.

5. Overhead > Zoom + Window Shot.

6. Object Portal + Technocrane.

7. Tableau > Video Portrait.

8. Droste + Surrealism.

9. Technocrane > Overhead.

10. Object Portal > Screen in Screen.