A new creative expression of mixed reality
Starting with the first of five chapters, Coach has unveiled its spring collection with a campaign that blurs the lines between reality and virtual world. The computer-generated Japanese model imma explores what it means to be real, visiting human Coach brand ambassadors Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan in their virtual worlds.
In the first spot, Lil Nas X shows her the courage to change the game by writing your own rules instead of following someone else’s rulebook. This superpower comes to life in a pastel world centering around a giant chess board. Directed by Vallée Duhamel, photographed by Charlie Engman and imagined by creative agency Marcel, the ad is inspired by AI and created using CGI.1
Who is imma?
imma translates to “now” in Japanese and is the first virtual human and model in Japan, produced by Aww Inc.
What her fans love about her (next to her bubble gum pink hair) is her curious personality: she tells stories exploring her own virtual identity through human culture. Which makes her a popular fit for brands: She has already collaborated with brands like Porsche Japan, IKEA, Nike, Valentino, Amazon, Calvin Klein etc.2
The Courage to be real – in an artificial world?
The decision to match a virtual influencer with real-life ambassadors presents fresh take on blending virtual and actual realities, something that will definitely resonate with a younger audience that grew up in between.
At first glance the artificial and virtual look of the campaign contradicts with the brand’s purpose „The Courage to be real“. Global CMO Sandeep Seth explains why they chose imma “For us, Imma is the perfect ambassador to tell this story because she is challenging the notion of what we consider ‘real’ today.“ 3