Coach: Varsity Campaign Film
Today, Coach are launching a limited collection of custom Varsity jackets from their Women’s Fall 2016 collection in parallel with New York Fashion Week. We were tasked with creating a film that showcased the art of customization involved with each of these individual pieces.
What’s most cool about this collection is due to the studs, patches and pins, no one jacket is alike. The five jackets we used for the shoot were all created specifically with a celebrity in mind, each showcasing the heritage and personality of the person it was intended for. Our approach was to take a product that was super fun and make a film that was even more fun!
Our creative angle and inspiration was NYC punk but we took that and turned it into a neon electric version of the subject matter through the use of electric graffiti. We also took inspiration from a musical stage, showcasing various colored lighting and including the film stage lights in some shots to hat tip to the lights you might see on the stage if a band was performing. Throw a craftsmanship angle and some stop motion and you have what is hands down our most proud visual creation to date.