Concept and brand narrative for named Coach campaigns, spanning Brand Copy and Editorial & Concept roles.
Led concept development for Coach's Spring 2026 campaign, co-created with global Gen Z voices around a cultural return to long-form storytelling — starring Elle Fanning, Storm Reid, Paige Bueckers, and Shan Yichun.
Shaped campaign narrative for Coach's Spring 2025 collection — a message about setting the pace of your own life — starring Elle Fanning, Nazha, Kōki, and Youngji Lee.
Concepted brand storytelling for the Coach Shine collection launch — a message about overcoming self-doubt to shine with confidence — starring Dove Cameron, Lil Buck, Youngji Lee, and Yanfei Song.