On Your Own Time

Coach Spring 2025 Campaign

As Coach continues exploring all the manifestations of its purpose, the Courage to Be Real, we used our Spring campaign to explore one key tension our Gen Z customers shared with us studies held across the globe: they feel like they’re falling behind. In a era that combines the loaded expectations of traditional milestones with modern-day productivity culture, and a social media landscape designed to spotlight others’ achievements, it’s easy to feel like you’re not keeping up.

With “On Your Own Time,” we told a story about agency. Specifically, the decision to do away with that nagging voice that says you’re not doing enough, and instead choosing to move through the world as only you can.

In our two hero films, Coach global ambassadors Elle Fanning and Nazha follow the same trajectories. Assailed by a barrage of notifications trumpeting the successes of others, they make the choice to stow their phones in their bags, metaphorically shutting out that fear of inadequacy. The moment their bags shut, the world shifts, and they find themselves able to control the flow of time around them. By the close of the films they are calm and self-possessed—confident in the knowledge that they’ll be just fine moving at their own speed.

Click the images above to watch for yourself.

That’s a lot of story to pack into a 50-second film, and we had to tell it again and again, but differently, on social media as the various campaign films, stills, and pieces of supplementary content were pulsed out over the course of the season. One constant was our campaign boilerplate, a social shorthand appended to every campaign caption so our followers will know the context, no matter what. This season, we went with:

Own your own time. Our latest campaign is all about having the courage to live life at your own pace—because when you do, you unlock a world of possibility. #CourageToBeReal

To see more of how the hero campaign translated to social, take a spin through the carousel below.

And a lil bit ‘o’ copy re: our site experience and really driving everything home.