Coach tasked us with capturing the glamour, fun, and excitement of the New York Fashion Week Fall Collection show. In return we came up with a multi-platform approach to make for the most thumbstopping creative possible. Coach is known to have edgy, diverse models walk the runway, from Gabriel Kane to Winnie Harlow. So first we followed a model’s—Adwoa Aboah— backstage moments from arriving at the venue, getting their makeup done, walking the runway, and backstage fun—using only Snapchat Spectacles for a first-person POV.
During the program, we Livestreamed the Fall 2017 pre- and post- show activities on Instagram, giving our audience real-time first person access to the show. Then to break up the content capture of pre- and post- show activities, we switched to Live Story during the show. All fans of the Coach handle will receive a notification when the Live Story begins. Candid moments, Boomerangs, videos and stills were also created in real time throughout the night, using captions and emojis to add fun and whimsy. Lastly, the Rogue 17 bag was launched immediately after it's debut on Instagram, using it's native swipe to buy interaction.