COACH | Chloë Grace Moretz – Introducing The Fragrance
As part of her continued role as the face of the Coach brand, RIOT flew out to Los Angeles to create a short film with Chloë Grace Moretz discussing all things Coach, herself, the new Coach Fragrance, working with Steven Meisel, her experiences with New York City and more. The result is a film that showcases the many sides to Chloë’s fun, flamboyant and mature personality, giving a true and honest look behind the scenes into what makes Ms.Moretz tick.
Chris “MUG5” Maguire directed, edited and colored this piece during a week long stint in Downtown Los Angeles during August of 2016. The request from Coach was to shoot the short film in LA but to have it feel as much like New York City as possible, which was achieved through detailed location scouting, finding a Downtown Los Angeles studio that had a New York looking outlook through the windows etc. We also designed the set around items that they had at the studio and bought fashion books and magazine props to give the exact aesthetic that we wanted to portray with this film.
We captured so much amazing footage during our time with Chloë. As such, the film ended up being multiple different pieces of content. There is the main film you see here but then also a bunch of short mini-films for social that Coach will be posting gradually over the coming weeks. We’ll update this post with all of those social posts as and when they come in to demonstrate the full scope of this amazing project. It was an absolute pleasure working with Chloë and we look forward to working on other projects with her and Coach in the future.
Below is an alternate cut specifically for Instagram that was posted on the Coach Instagram account: