The Autumn/Winter 2019 season is almost upon us, and as always, we can expect a wave of beautifully shot campaigns to be unveiled. The latest of the lot? Coach, with a video titled ‘Dream It Real’. Inspired by the new cast of 21st Century dreamers pursuing their dreams in New York City, creative director Stuart Vevers wanted to give a new look and feel to the film and images. And for the first time, he tapped famed photographer Juergen Teller and director Todd Tourso—the man behind many of Beyoncé’s music videos—to bring his vision to life. Poetically narrated by Michael B. Jordan and Yara Shahidi, the one-minute film highlights the unique spirit of the Big Apple, where the fashion house was founded, and where dreams become reality. The result? A free-spirited and “real” film—shot in an artistic and thought-provoking way—that inspires the dreamers to “believe in themselves and life’s infinite possibilities.”
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The 21st Century dreamers Coach had in mind include Actresses Yara Shahidi and Jemima Kirke, actor Miles Heizer, singer Lolo Zouaï, model Liu Wen (who’s also its new ambassador), and the reigning faces of Coach—Michael B. Jordan and Kiko Mizuhara. In a statement by the brand, Stuart Vevers said: “Juergen was my instinctive choice for Fall. He is able to create the warm, unpretentious and playful spirit I wanted. He is known for capturing the unique essence of his subjects, and is able to reveal the humanity and authentic personalities of our cast. His portrait of our home, New York City, is new and fresh in a way that speaks to my evolved vision for the house and the inclusive, unapologetic and free-spirited attitude that defines us.”
Watch the ‘Dream It Real’ campaign video below:
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