Coach goes 3D in Lil Nas X campaign at Piccadilly Lights
Coach is aiming for maximum visibility in one of London’s key shopping neighbourhoods with the launch of a 3D animated film premiering on Piccadilly Lights and starring global ambassador Lil Nas X.
Called Courage to Be Real, it links to Coach’s “mission and message about embracing all aspects of who you are with confidence — and inspiring others to express themselves authentically too”.
Piccadilly Lights at Piccadilly Circus is the largest advertising display in Europe and has been famous for decades as a key spot for brands to be seen, with tech, automotive and FMCG brands particularly fond of it. It’s increasingly been used by fashion brands in recent years — unsurprising given the large number of them having flagships just a stone’s throw away. Coach’s flagship is just up the road on Regent Street.
The campaign will run 24 hours a day with the 3D full screen takeover appearing once an hour until November.
It tells the story of Lil Nas X’s “courageous evolution to become the person he is today, and the obstacles he overcame along the journey”.
In it, he “moves through doors that represent the struggles he has faced in life — from fear, self-doubt, to judgement from others”.
The sequence concludes with him looking over Piccadilly Circus while performing, “inspiring the world to transcend their limits and express all aspects of who they really are”.
Of course, story aside, the fact that it’s a 3D animation is a headline-grabber in itself. To achieve it, the brand leveraged Ocean’s DeepScree 3D tech to create the illusion of Lil Nas X moving towards the viewer and out of the screen, transcending his digital world.
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