Coach taps Ocean Outdoor DeepScreen 3D tech for Lil Nas X campaign

Coach has gone live with a 3D technology powered extension of its Courage to Be Real campaign on the world famous Piccadilly Lights in Piccadilly Circus, London.

Piccadilly Lights, the largest advertising display in Europe, is running this for 24 hours a day, from 7th - 13th November, with an hourly 3D full screen takeover featuring Coach brand ambassador, Lil Nas X.

This sees the rapper move through doors that represent the struggles he has faced in life, from fear, self-doubt, to judgment from others. The sequence concludes with Lil Nas X looking over Piccadilly Circus whilst performing.

In a LinkedIn post, Giovanni Zaccariello, SVP Global Visual Experience at Coach, said: “We’ve leveraged Ocean Outdoor DeepScreen 3D technology creating an illusion of Lil Nas X moving around and even out of the screen and looking over Piccadilly Circus whilst performing.”

He added: “Head down to Piccadilly to capture the moment and don’t forget to share on socials with the campaign hashtag #CourageToBeReal #CoachNY.”

A virtual first

Last week, Coach unveiled its first virtual shopping destination, with a focus on the holiday season.

Inspired by a vintage Coach store, the immersive experience allows guests to move throughout themed rooms, shop the holiday collection and play a game with Rexy, the house's mascot, to unlock special prizes.

Additionally, visitors will have the opportunity to shop via livestream videos alongside friends and influencers.

The virtual store, which is powered by Obsess, will feature Coach styles including the Tabby and Rogue, along with a dedicated section for holiday party bags and new giftable items, and a special collection featuring Rexy.