Coach RUNWAY
Art Direction | Collection Storytelling |
Video, Photography & Social
Across multiple Coach runway seasons (2022-2027), each show introduced a distinct theme and visual world. The creative opportunity was to extend those ideas beyond the runway through photography and video—creating content that brought each season’s story, key looks and product moments to life across the wider brand experience.
My role
I guided concept development and art direction for runway content across multiple seasons (2022–2027), translating each show into photography, video and graphics. Working with photographers, directors, editors and fellow art directors, I carried the work from concept through execution while keeping it connected to Coach’s visual identity. The content extended across key looks, product storytelling, packaging and motion, helping each runway live beyond the show itself.
CREATIVE APPROACH
The approach was to identify the defining idea, mood and product stories of each show, then build a flexible visual language around them—allowing photography, motion, graphics and packaging to evolve from season to season while still feeling unmistakably Coach.
The goal was for the content to feel like an extension of the runway itself, rather than simply documentation of the show.
Photography: Matthew Yoscary, Olivia McCausland, Camilo Fuentealba Brevis, Emmanuel Monsalve + Robbie Augspurger
Video Direction + Editing: Alexa Payesko + Khaleel Lee + Michael Della Polla
Art Direction: Travis Witmer
Additional Art Direction: Alexis Barnett