Coach at Vogue World Paris
Strategy: To disrupt the conversation and own the moment with Coach’s Courage To Be Real messaging across each of Vogue World’s high-visibility touch points.
Creative Approach: Rooted in Coach’s Courage To Be Real platform, the campaign followed Normani on the eve of her highly anticipated album release as she journeyed through Paris to Vogue World, led by her Tabby bag. Cinematic vignettes captured her playfully navigating obstacles, reinforcing the campaign’s core themes of confidence, individuality, and authenticity.
Normani’s custom Coach look at Vogue World Paris brought the narrative to life on the red carpet, merging digital storytelling with real-world cultural relevance.
Director: Claire Arnold
Styling: Stella Greenspan
Vogue.com Coverage: Normani Embodies Self-Expression in Coach
Distribution: Vogue.com, YouTube, TikTok, Meta, Event
The campaign activated across the US, UK, and France through high-impact placements, native editorial, and a robust social extension—including behind-the-scenes content and Normani’s red carpet moment in custom Coach. The narrative bridged screen to street, driving cultural relevance and brand visibility.