Coach x
Def Jam SEA
Art Direction | Cultural Partnership |
Digital & Print | Video, Photography & Social
Coach partnered with Def Jam Southeast Asia to create the first virtual concert experience in the region, bringing together 13 artists across Singapore, Malaysia, Thailand and Indonesia.
Blending music, fashion and an ’80s-inspired sense of nostalgia, the experience created a shared platform for emerging Southeast Asian talent while introducing Coach’s Pre-Fall 2021 collection through culture and entertainment.
My role
I art directed our external creative agency, TONGTONG Asia, on the campaign concept across film, print and social, helping shape a cohesive visual identity.
I made the campaign's collage artwork (see below), by developing a graphic language that connected the artists, Coach product and the event’s nostalgic visual direction across consumer touchpoints.
CREATIVE APPROACH
With 13 artists representing four distinct markets, the opportunity was to create one recognizable Coach x Def Jam world that captured the individuality and energy of each artists. The visual approach combined contemporary music culture with references to the ’80s, using collage, graphic layering and expressive imagery to give the experience a modern-but-nostalgic identity.
Rather than treating fashion as separate from the performances, Coach product and styling became part of the entertainment—allowing music, talent and brand storytelling to live within the same visual system.
Creative Agency: TONGTONG Asia
Global Brand Direction: Jonathan Bailey
Coach SEA Partners: Rachel Yong, Alicia Yeo, Kasey Chua, Sherleen Lim
VP Talent Mangement / Marketing Def Jam SEA: Yaniz Merican
Art Director: Travis Witmer