The Spring Reset
Art Direction | Seasonal Storytelling | Video
The Spring Reset is a styling-focused series designed to create an immediate connection between Coach, the arrival of spring and the familiar ritual of refreshing your wardrobe.
My role
I art directed the video content, helping shape how the concept translated into motion while partnering with the director, editor, stylist and broader creative team.
CREATIVE APPROACH
The creative idea started with a simple consumer behavior: spring creates a natural desire to rethink, refresh and restyle what is already in your wardrobe.
Rather than approaching the season through traditional product imagery alone, styling became the storytelling device—showing Coach as part of the transformation and giving the product an active role within the idea of a wardrobe reset.
Video Art Direction: Travis Witmer
Stills Art Direction: Matthew Burke
Photographer: Nadine Ijewere
Director: Ricardo Fernandes
Video Editor: Cristi Duncan
Color Editor: Dylan Hagerman
Sound Design: Brian Goodheart
Lead Stylist: Raph Hirsch
Assistant Stylist: Storm Foster