- Agency: APA_CC
- Client: Coach
- Category: Video Design — Fashion & Beauty
- Location: Stockholm, Sweden
- Project Brief: Create a fashion and beauty video that celebrates self-expression through candid storytelling, music, dynamic visuals, and real-world connections.
Fashion and beauty video that sells belonging over product has to make its cast feel real. APA_CC stages Coach's "Live Your Story" campaign aboard a public bus, letting Elle Fanning, PinkPantheress, and a diverse cast ride together while the bags come along as everyday carry.
The candid framing sets the tone. Fly-on-the-wall angles, window glare, and natural transit light give the film a documentary looseness that pulls away from polished studio fashion work.
The color grade warms the whole ride. Green-gold daylight through the windows and muted brown-and-cream seats wrap every shot, so the tan, white, and red Tabby bags pop without staging.
The product stays woven into life. The bags hang off shoulders and rest in laps between conversations, with the C hardware catching light, so the collection reads as part of the characters rather than the point of the shot.
