By Kenneth Richard | The Impressionist

Coach has a long history of tackling one of fashion’s most difficult marketing challenges, how to make a product shot interesting. This season the house has gone ‘house’ with a dubstep music track backing a cornucopia of handbag shots of their new “Swagger” bag.

The spot, done by their in-house team, defies fashion odds in that it is done with stock music, is set in a simple white cyclorama, and yet is more upbeat than most fashion films with ten times the budget. The reason? Coach has swagger. They get that the product is a subset of the customer’s personality and paint the blank canvas with enough color that we literally see how Coach is right for the artisans, fetish queens, foodies, gearheads, and myriad of other personalities. All with swagger.


Agency | In-House