Ad of the Day: Bags take on a life of their own in Coach spot starring Elle Fanning

Throughout the campaign videos, celebrities such as Elle Fanning and Charles Melton are physically moved by the bags, dragged across the floor, lifted into the air, and spun around, adding an element of surprise and playfulness.

What makes the ads particularly captivating is the contrast in tone. While the bags’ actions can feel jolting at first, they soon shift to graceful, almost ballet-like movements.

“My approach to the campaign matched my design process for the fall collection,” said creative director Stuart Vevers.

“We focused on the tension between something romantic and picturesque and something very real and spontaneous, a sense of the lived-in but compelling aesthetic that typifies the spirit of New York. Elaine’s dynamic shots of our friends of the house all amplify that message of authenticity and the beauty that comes from embracing the imperfections of a well-lived life in well-loved fashion.”

Credits

Director: Camille Summers-Valli

Photographer: Elaine Constantine

Production design: Mikael Varhelyi

Stylist: Olivier Rizzo

Stylist to Elle Fanning & Charles Melton: Samantha McMillen

Choreographer: Sadie Wilking

Hair: Marki Shkreli (Elle), Candice Birns (Charles), Hi (Youngji), Danny (Nazha), Nikki Nelms (Storm), Jules Unique (Jayson), Rie Shiraishi (Koki)

Makeup: Tyrone Machhausen (Elle), Candice Birns (Charles), Dain Kang (Youngji), Danny (Nazha), Keita (Storm), Sher Williams (Jayson), Rie Shiraishi (Koki)

Nails: Jin Soon (Elle), Mayumi Abuku (Charles), Arlene Hinckson (Storm), Hanh Phan (Jayson)

Music: “All Night” by Parov Stelar

Music supervisor: Ohlogy, Goran Obad

Film production: Love Song

Creative agency: APE_CC

Creative strategy: Mandai Loop

Talent: House With A Pool