To connect with digital natives and inspire creative self-expression, Coach partnered with Cycymymy to have launched an integrated gaming campaign for fashion-oriented Gen Z, blending storytelling, digital engagement, and partnerships.Across three month-long takeovers on key gaming platforms, we want to empower gamers to show off every pixel of their personal style, building off themes from its Spring 2024 "Find Your Courage" campaign. These takeovers highlighted core visual themes and the campaign's hero item–the quilted Tabby bag–in experiences on Roblox's top fashion platforms.
For Coach’s gaming initiative, we designed a versatile visual system that unified the brand’s presence across various gaming platforms while maintaining its iconic identity. The system provided a cohesive look and feel, seamlessly integrating with the unique aesthetics of different games, marketing and PR while ensuring consistency across all touchpoints.
As part of the project, we crafted the in-game art direction, to bring the campaign’s creative vision to life within the virtual world. This included developing unique game themes, conceptualizing immersive game environments, and defining the overall art style. Each element was thoughtfully designed to align with Coach’s brand identity while enhancing the immersive experience within the gaming platforms.
