- Client
- CoachSince 1941
- The moment
- Cannes Lions 2026Two stages, one week
- The platform
- &CoachCoach's new home for Gen Z stories
- The talk
- Read cultureCMO Joon Silverstein at the Palais
- Made
- Two editsA 3:23 recap and a 90-second talk cut
- Formats
- 16:9 and 4:5For the room and for LinkedIn
Coach went to Cannes Lions with two stories to tell. One was &Coach, a new home for Gen Z stories. Not a campaign but shared authorship, made with creators and cultural figures from Charli XCX and Malala Yousafzai to Paige Bueckers, with a Coach bag quietly in each scene. The other was a talk at the Palais about how a brand stays relevant without chasing trends.
Two stages, one idea: let people tell their own stories. We cut both films that carried it out of Cannes.
In the room
The &Coach panel brought the platform’s voices together under one backdrop: creators, athletes and strategists including NASCAR driver Toni Breidinger, actor and activist Yasmin Finney, Ziad Ahmed, Head of Next Gen, and marketing strategist Drew Townsel, in conversation in front of a Cannes crowd. Our job was to turn a full afternoon of talk into a film that moves like the platform does.
So the recap cuts between the room and the stories themselves. The &Coach series is written by hand, one phrase per moment: Nerves. Dreams. Us. for KiiiKiii before their first fan concert, I set the rules for Toni at the track, Just being girls for Malala and her friends from the Pakistan women’s national football team. Those cards became the rhythm of the edit, landing between the panel’s best lines, alongside scenes from a winter creative session.
Read culture.
Don’t react to it.
At the Palais, Coach CMO Joon Silverstein took the stage with Julia Holtback Yeter of Forsman & Bodenfors to talk about the books-led campaign that won Coach a Bronze Lion this year, and the question underneath it: when everything moves faster, what doesn’t change?
We cut the talk into a ninety-second edit for LinkedIn, built around her answer. Relevance doesn’t come from chasing culture, it comes from understanding what’s already happening in people’s lives. The insight wasn’t books, it was self-expression, and Julia picks up the thread: the same behaviour shows up in sport, in music, in fandom, anywhere people explore who they are.
A talk on a stage becomes a film by being honest about what it is. We kept Joon’s natural pauses where they carried meaning, repaired the slips you’d only notice on a second watch, and let the presentation itself do the cutaways, so the argument reads cleanly in ninety seconds without feeling trimmed.
“Trends change.
Human needs don’t.”
Credits
- Client
- Coach
- Editor
- Chris Maguire
- Editor
- Eric Schaeffer
- Post producer
- Nastassja Simone
- Footage and photography
- Courtesy of Coach
ServicesEditing·Branded Content·Social Videos
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