Rekindle Joy.
"Amidst the whirlwind of her busy life, a young woman finds joy with a magical Coach handbag leading her to play basketball with strangers, swing joyfully, greet new faces, and dance in the streets, transforming mundane moments into unforgettable experiences."
THE BRIEF
Develop a complete integrated campaign for Coach from brand strategy and consumer insight through creative concept, written treatment, storyboard, visual production, and multi-channel promotional materials.
MY ROLE
Director & Producer. I conceived the campaign, wrote the treatment and storyboard, directed the shoot across three Savannah locations, coordinated the production team, designed static promos, and produced the full campaign deliverables package.
01
THE CHALLENGE
A heritage brand
that lost its
spark.
"The purse moves from being a practical necessity to a statement of joy swinging freely by her side as she embraces life's moments."
Coach was founded in 1941 by six New York artisans who hand-made leather goods in a loft. For decades, the brand stood for American craftsmanship, durability, and understated luxury. But by the early 2000s, Coach faced a brand perception crisis perceived as outdated against European luxury houses and outpaced by younger competitors like Michael Kors and Kate Spade.
The campaign challenge wasn't to sell a bag. It was to reposition Coach as a brand that reconnects people with joy not through aspiration or status, but through the small, spontaneous moments that make everyday life worth living.
The consumer insight driving the campaign: modern women aren't burnt out because they have too little they're burnt out because they've forgotten how to take a break. Coach became the permission slip.
— WRITTEN TREATMENT · ADITI KANTWALA, 2025
MOOD DIRECTION
Joyful spontaneity · Nostalgia & warmth · Transformation confidence · Mindful living · Self-expression · Candid movement · Iconic craftsmanship
VISUAL TONE
Soft natural lighting. Mix of handheld and smooth tracking shots. Warm neutral tones in the morning transitioning into vibrant, saturated hues by night.
TARGET CONSUMER
Women aged 20–40. Young professionals with high net worth. Fashion-conscious and sustainability-aware. Active on social media. Seek luxury experiences not just luxury products.
BRAND POSITIONING
Coach positioned between classic American heritage and modern youthful energy. The campaign aligns innovation and sustainability with joy and mindfulness.
02
The object
tells the story.
CAMPAIGN MISSION
To foster a deeper connection between Coach and its customers by creating emotionally engaging experiences. By rekindling nostalgia, spontaneity, and confidence through visual storytelling, the campaign strengthens brand loyalty and repositions Coach as a brand that enhances life rather than decorating it.
CAMPAIGN CONCEPT
The Rekindle Joy campaign is a visual narrative following a young professional woman through a single day from the suffocating weight of routine to the rediscovery of spontaneity, confidence, and self-expression. The Coach handbag is not the hero of the story. The woman is. The bag is simply there when joy arrives.
STRATEGIC FRAMING
The campaign rejects conventional luxury advertising no aspirational distance, no impossible lifestyles, no product-first staging. Instead, it positions the Coach handbag as a companion in transformation. Joyful spontaneity. Nostalgia and warmth. Candid movement. Iconic craftsmanship present but never centred.
03
Three locations.
One transformation.
NARRATIVE STRUCTURE
The film unfolds across three acts set in three distinct Savannah locations each representing a different stage of the protagonist's emotional shift. The visual language evolves with her: muted and structured in the morning, brightening through the day, fully free by night.
ACT ONE · MORNING
The Apartment
Mood: Stressful · Routine-driven · Muted tones
-
Alarm buzzes, she wakes reluctantly, temples already aching
-
Fast-paced montage: laptop, phone, coffee, scattered papers
-
Bathroom mirror, tired but determined
-
Wardrobe scene: structured corporate outfit, the bag found between clothes
-
She slings the bag over her shoulder and heads out the door
The bag is a necessity. Practical. Unremarkable. She doesn't notice it yet.
ACT TWO · DAY
Forsyth Park
Mood: Shift toward relaxation · Atmosphere brightens
-
Street walking pace structured but surroundings start to soften
-
She spots an empty swing set. Internal debate. Then she sits.
-
Swinging higher. Laughter breaks through. Wind in her hair.
-
A group playing basketball. She glances at the bag. Then jumps in.
-
Unplanned. Pure. She's no longer just existing she's living.
The bag moves with her effortlessly. It's still there. Still present. But she's noticed it now.
ACT THREE · NIGHT
City Market
Mood: Full transformation · Confidence · Freedom
-
She walks with lightness she twirls, fully enjoying the moment
-
Store window reflection: she pulls out a lipstick, applies it, smiles
-
Dancing through the streets. Greeting strangers. Taking selfies.
-
Camera captures the joy and she puts it back in the bag
-
She returns home. The bag sits on her desk. She smiles at it.
The bag swings freely. It's no longer a necessity it's part of her expression.
04
From concept
to camera.
CAMPAIGN DELIVERABLES
The campaign was produced end-to-end not just as a strategy document, but as a real piece of creative work with real film, real photography, and real promotional assets designed across every channel Coach activates.
OOH + DIGITAL
Multi-Channel Placements
Bus stop hoarding (Waterloo Road mockup) · Website hero banner ("Where Elegance Meets Joy") · Instagram grid and story formats · Vogue magazine front cover and inside spread placement · All carrying the campaign tagline.
FILM
Short Film
Full campaign video shot across three Savannah locations in a single day. Directed by Aditi. Cinematography by Jaycee Corrigan. Edited by Femas Patel. Warm-to-vibrant color grade reflecting the emotional transformation.
PITCH
Agency Email Pitch
Written collaboration pitch to Coach as EchoCreation agency covering campaign concept, emotional rationale, visual storytelling approach, and collaboration opportunity. Demonstrates real-world business communication skills.
Static Promos
4 static promotional images: close-up product beauty shots, lifestyle editorial with model Hailey Dang. Styled for complementary neutral tones to elevate the bag's presence. Used across OOH and digital.
Built from
the ground up.
05
PRODUCTION
The production story is worth telling. No studio. No budget. No agency. I assembled the team organically met my model at a house party, connected with my filmmaker neighbor Jaycee when no film students were available, and sent the final cut to a friend in India for editing. The shoot wrapped in a single day.
DIRECTOR / PRODUCER
FILMMAKER
ART DIRECTOR
EDITOR
Aditi Kantwala
Jaycee
Corrigan
MODEL
Shaik Vali
Purna Chand
Hailey Dang
Femas Patel
05
Creative strategy
all the way through.
End-to-end creative production
From brand audit and consumer insight through concept, storyboard, treatment, and real film production this is the only project in this portfolio where the strategy was also fully executed. It proves creative direction, not just creative thinking.
WHAT THIS PROJECT DEMONSTRATES
Emotion-led brand strategy
The insight that modern women are burnt out and need permission to take a break shaped every creative decision from casting to color grading. The bag never leads. The woman always does. That restraint is strategic, not accidental.
Resourcefulness as a creative skill
No studio, no agency, no budget. A team assembled from a house party and a neighbor downstairs. A shoot completed in one day. A film edited across continents. The campaign got made which is what brand strategists who can also produce are worth.