Review of Coach “That’s My Ride” Spring 2022 Ad Campaign by Director and Photographer Tyler Mitchell with Talent Jennifer Lopez, Megan Thee Stallion, Shawn Dou, Noah Beck, Dean Fujioka, Kōki, Elsa Majimbo, Parker Kit Hill, and Wisdom Kaye
Coach reinvents an old logo for the present day with a new Spring 2022 campaign by director and photographer Tyler Mitchell along with Art Director Brian Phillips via agency agency MA+Creative.
Starring returning Coach Family members Jennifer Lopez and Kōki alongside some fresh new faces for the brand, including Megan Thee Stallion and Wisdom Kaye, the campaign reimagines the house’s classic horse-and-carriage logo as a fresh set of wheels.
Joyful and optimistic, Spring 2022 celebrates our house codes through the point of view of a new generation. It expresses what I’ve always loved about Coach, which is the way our heritage can be a platform for individual expression and bold ideas that shape the future.
– Stuart Vevers, Coach Creative Director
Captured in cities around the world, the campaign sees the Coach Family getting around town via their unique modes of transport: Lopez biking with a posse of BMX bikers, Megan Thee Stallion battling it out on bumper cars at a seaside amusement park, and Wisdom Kaye and his TikTok super crew joyriding around Brooklyn. From skateboards to scooters, each star brings a unique sense of fun and personal style to their ride of choice.
“That’s My Ride” is further brought to life in Coach’s home with horse-and-carriage takeovers of New York City buses and bike stations in collaborations where artists reimagine the code in their own way.
Mobilizing the bright personalities of the Coach family in thoughtful and fun new ways, the campaign shows some smart thinking on how to translate a long-established piece of brand vocabulary into a relevant and flexible symbol for today’s message.
Coach Creative Director | Stuart Vevers
Agency | MA+Creative
Creative Concepting & Art Direction | Brian Phillips
Photographer | Tyler Mitchell
Talent | Jennifer Lopez, Megan Thee Stallion, Shawn Dou, Noah Beck, Dean Fujioka, Kōki, Elsa Majimbo, Parker Kit Hill, and Wisdom Kaye