Someone googled you today. You didn’t show up. Google “Lucy Sole” and, alongside my portfolio, you’ll find glasses, shoes, another Lucy Sole - and a Coach sandal called the Lucy Lug Sole. Challenge accepted.
Coach is building cultural heat with a new generation while expanding beyond handbags into footwear. And on September 16th, 2026, Coach became shoppable directly inside Google Search, AI Mode and Gemini - turning the place where people search into the place where they buy.
So rather than treating SEO as something that happens after a campaign, I made it part of the idea. The brief: turn one very specifically named sandal into something worth searching for.
The campaign casts famous Lucys - Lui, Boynton and Dacus - each living a completely different version of a day in New York, connected by the same pair of Lucy Lug Sole sandals.
The imagery treats each woman less like a traditional fashion model and more like the protagonist of her own tiny story. Different apartments. Different errands. Different obsessions. Different lives.
Same Sole.
The campaign lives across editorial key art and film, but its real media placement is search. Google results become part of the storytelling, while Gemini turns discovery into commerce - taking someone from “Who is Lucy Sole?” to discovering the campaign, finding the sandal and buying it.
And then there's the final experiment: publishing the entire campaign on lucysole.com, optimized around the Coach Lucy Lug Sole Sandal, to see whether a Creative Director named Lucy Sole can eventually outrank a shoe named Lucy Sole.
Because if Google is going to confuse me with a sandal, I might as well art direct it.