Gold
Production & Post-Production
Cinematography
| Entrant: | Marcel, Paris |
| Brand: | Coach |
| Title: | "Life Has Many Paths" |
| Corporate Name of Client: | Coach |
| Client Company: | Coach, New York |
| Client Company Global CMO and President of NA: | Sandeep Seth |
| Client Company SVP, Global Marketing, Creative, and Sustainability: | Joon Silverstein |
| Client Company VP, Head of Marketing, Coach APAC: | Judy Chang |
| Client Company Senior Director, GC Brand Marketing: | Tracy Lu |
| Client Company Director, Project Management: | Alanna Hernando |
| Client Company Director, Creative and Concept: | Steve Yuan |
| Client Company Senior Manager, Global Brand Marketing: | Weiting Lan |
| Client Company Associate Manager, Content Planning: | Shailene Wang |
| Agency: | Marcel, Paris |
| Agency Presidents: | Pascal Nessim/Charles Georges-Picot/Youri Guerassimov/Gaëtan du Peloux |
| Global Chief Creative Officers: | Youri Guerassimov/Gaëtan du Peloux |
| Senior Creative Director: | Remy Aboukrat |
| Copywriter: | Awen Olivry |
| Art Director: | Edouard Sanson |
| Agency Producer: | Corentin Harran |
| Agency Project Director: | Mathilde Vernier |
| Agency Project Manager: | Camille Basset |
| Agency Group Manager: | Ilana Descourtieux |
| Agency Managing Director: | Léoda Esteve |
| Agency Strategic Planner: | Ruben Hassan |
| Agency Business Director: | Nathalie Do Dang Vinh |
| Agency Account Director: | Solène Raverdy |
| Production Companies: | WANDA Productions, Paris/Prodigious, Paris/PIG China, Shanghai |
| Director - WANDA: | Henry Scholfield |
| 1st AD - WANDA: | Oleksii Smoliar |
| Production Company Executive Producer, PIG China: | Nick Dodet |
| Producer - WANDA: | Olivier Dubocage |
| Line Producer - WANDA: | Lucile Baruchel |
| Director of Photography: | Pat Aldinger |
| Production Company Head of Sound Production: | Christophe Caurret |
| Head of Production: | Timothé Rosenberg |
| Production Company Production Designer, PIG China: | A Liang |
| Production Company Music Art Director: | Grégoire Bucaille |
| Production Company Sound Producer: | Emmanuel Desmadryl |
| Production Assistants: | Guillaume Pennec/Charles Nari |
| Production Company Business Affairs: | Anne-Charlotte Courtalon |
| Storyboard: | Vince Wei |
| Post-Production Companies: | WANDA Productions, Paris/Firm, Paris |
| Post-Producers: | Olivier Glandais/Alice Fragnier |
| Post-Production Company Production Coordinator - WANDA: | Guillaume Pennec |
| Post-Production Companies Post Producers - Firm: | Mélanie Teixeira/Johan Luce-Antoinett/Bissane Kim |
| Post-Production Company On-set VFX Supervisor - Firm: | Quentin Letout |
| Production Companies Stylists - PIG China: | Li Bo/Nick Liu |
| Additional Company: | Mandai Loop, Stockholm |
| Creative Strategist and Founder, Mandai Loop: | Susanna Fagring |
| Head of Account and Project Lead, Mandai Loop: | Camilla Westerlind |
| Creative and Cultural Strategist, Mandai Loop: | Carl-Henrik Wrethman |
| Creative Strategist, Mandai Loop: | Julia Blomquist |
Description:
Take the time to listen to yourself and you will open up new possibilities.
This story is a sequence of scenes where young Chinese people encounter two versions of themselves. We see projections of what they’ll become based on their choices.
Moments of reflection that precede decisive life choices. The tagline ‘Life has many paths’ encapsulates the campaign’s essence, urging individuals to make choices aligned with their true selves and find courage to be themselves in the face of societal expectations.