Directing Commercial Shanghai: Coach "Missing", a Chinese Valentine Love Story
Directing commercial Shanghai work for Coach, on a Chinese Valentine campaign called Missing: my job is usually to find the emotional core of a story, but sometimes the story finds me. This was certainly the case when I took on the project of directing commercial shanghai for Coach's Qixi campaign in 2015. Titled "Missing", this commercial, known internally as "Missing," was designed to capture the magic of first love and the unique longing of a Chinese Valentine's celebration, the Qixi Festival. What the client didn't know, however, was that I was in the middle of a significant breakup, a personal heartbreak that I found myself pouring directly into the very fabric of the film.
Watch the commercial: Coach Missing, Chinese Valentine campaign
The Power of Personal Connection in Brand Storytelling
The brief for Coach was clear: create a memorable Qixi campaign that speaks to the essence of first love and enduring connection. We cast two of China's biggest names, Jialun Ren and Xingtong Yao, to bring this narrative to life. The story, dubbed "Missing," revolved around that initial spark, the 'love at first sight' moment, and the strange magic of how some love stories begin. This was a narrative that resonated with me on a profound level, not just as a director, but as a person experiencing my own emotional turmoil at the time.
I believe that whenever possible, injecting my own emotional life into the work makes it more powerful and relatable. This project became a canvas for my own feelings of longing and the bittersweet nature of love. The truth is, romance only sells when the longing is real, and mine certainly was. That raw, authentic emotion became the bedrock of our brand storytelling, ensuring that the commercial felt genuine and deeply moving to the audience, transcending a mere product advertisement.
Filming in Shanghai: Crafting Visuals for Emotional Impact
Filming in Shanghai always presents a dynamic backdrop, and for this commercial, the city offered a vibrant yet intimate atmosphere that perfectly complemented our narrative. The craft of directing commercial shanghai for a love story like "Missing" involved meticulous attention to visual detail, from the soft, romantic lighting to the careful framing that emphasized the characters' emotional states. We aimed to create an aesthetic that felt both aspirational and deeply personal, allowing the audience to truly feel the magic of those first moments of connection.
Working with Jialun Ren and Xingtong Yao, my directing techniques focused on drawing out subtle, genuine expressions of longing and affection. It was about capturing the unspoken chemistry, the glances, and the small gestures that convey the profound impact of a first encounter. We explored different scenarios within Shanghai's iconic settings, ensuring each shot contributed to the overall emotional arc, building a sense of anticipation and memory that is crucial for effective emotional advertising.
Beyond the Brief: The Director's Touch
Every commercial project has a brief, a set of objectives, and a target audience. My role as a director is to take that foundation and elevate it, infusing it with a unique vision and, when appropriate, a piece of my own soul. For the Coach Qixi campaign, this meant transforming a marketing objective into a heartfelt short film that resonated with universal feelings of love and connection. It’s the craft of commercial production, the blend of technical skill and emotional intelligence, that truly makes a difference. You can see the result of our efforts in the final piece, "Missing" on YouTube here.
The satisfaction of seeing a commercial like this connect with an audience, knowing that the real emotion I poured into it played a part, is immense. It reinforces my belief that the most effective brand storytelling comes from a place of authenticity. This project, much like my experience directing a music video in Shanghai, continues to be a highlight in my portfolio, demonstrating how personal experience can enrich commercial art. You can also view more of my work, including this project, on my .
A story from set
I was going through a breakup while making this, and I put all of it into the film. That is usually how I work when a client gives me the space for it: the feeling has to be real or the romance does not land.
The client flew in from New York for the shoot, and when we wrapped in Shanghai he hugged me. Not a handshake, a hug. He had felt the emotion in it and recognised that the storyline came from somewhere personal. In commercial work you are almost always executing someone else's brief, so a moment like that is rare and I have never forgotten it.
What made it possible was trust. They gave me something close to carte blanche, and it felt more like directing a music video than a commercial. I think that is the lesson: when you hire a creative, give them the room to do the thing you hired them for. You are usually rewarded for it. It just does not happen often enough.
Credits
Client: Coach. Director: Olivier Hero Dressen. Director of photography: Luka Milicevic. Production: Choosen China. Starring: Jialun Ren and Xingtong Yao.
FAQ: Commercial Directing and Emotional Storytelling
How did you use personal experience in the Coach China commercial?
I was in the middle of a breakup while directing this commercial, and I poured my own heartbreak and feelings of longing into the narrative. This personal connection aimed to make the story of first love and 'missing' feel more authentic and relatable, enhancing the emotional impact of the brand storytelling.
What was the main theme of the Coach Qixi campaign?
The main theme of the Coach Qixi campaign, titled "Missing" and internally known as "Missing," was the magic of first love and the unique longing associated with the Chinese Valentine's Day. It explored the idea of love at first sight and the beginnings of a profound connection, a common element when directing commercial shanghai romance stories.
How important is location when directing a commercial?
Location is incredibly important as it sets the mood and provides a visual backdrop that can enhance the narrative. For the Coach commercial, Shanghai offered a vibrant and romantic setting that complemented the story of first love. Choosing the right location, like Shanghai, is crucial for effective visual storytelling, as I've also discussed regarding filming in Shanghai.
Who were the main actors in the "Missing" commercial?
The "Missing" commercial for Coach China starred two prominent Chinese actors, Jialun Ren and Xingtong Yao. Their performances were central to conveying the emotional depth and the 'love at first sight' theme of the Qixi campaign, bringing the brand storytelling to life. You can learn more about one of the stars, Ren Jialun, on his Wikipedia page.
Explore more of my commercial directing projects and behind-the-scenes stories. See the film on the Coach Missing portfolio page.
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