Our creationsLuxury
RIOT is a luxury creative agency and production studio in New York. We make the films, campaigns, photography, identities and social content for the houses and brands that guard their image most: Tiffany & Co., year after year, from the holiday windows to the heritage films; Cartier, IWC Schaffhausen and Harry Winston; Sotheby's International Realty and RESIDE; and The Wall Street Journal's custom content for NetJets and Lexus. Work that has to look like the brand in every frame, from the window on Fifth Avenue to the feed. Here is what a luxury creative agency does, how we do it, and the work itself.
41 luxury films and campaigns by RIOT, a luxury creative agency and production studio in New York
Plenty of agencies can pitch a luxury brand. Fewer can make the work to the standard the brand holds itself to. RIOT does both: a creative agency and production studio, a director in the room from the first call to the final frame, and the trust of Tiffany & Co., Cartier and IWC Schaffhausen, brands that hand us their pieces before anyone else sees them.
Luxury brands judge the work the way they judge the piece: every detail, from every angle. So we take the time to light a stone properly, cut to the pace the piece deserves, and show nothing we would not put in the window ourselves.
A creative agency and production studio. The idea and the shoot come from the same people, so nothing gets lost between them.
Brand strategy, identity and design, creative direction, film, photography, animation, sound, social. We are a creative agency and production studio: no hand-offs, no waiting on a third party for the version the boutique needs tonight.
Tiffany & Co., Cartier, IWC Schaffhausen, Harry Winston, Sotheby's International Realty and The Wall Street Journal: houses and brands that guard their image hand us their pieces. Ask them.
A luxury creative agency makes the things a luxury brand is seen through: the brand film, the campaign, the window, the product film, the photography, the identity, the social feed. A luxury marketing agency plans and buys where that work runs. We make the work, to the standard the brand holds itself to.
Luxury is a promise of craft, so the work that carries it has to be made with the same care as the object: the light on a stone, the pace of a cut, the silence before the mark. The audience is small and knows the difference, and so does the brand. Luxury marketing and luxury branding have to come from one creative vision and be executed without a compromise anyone can see.
RIOT is a creative agency and production studio. Brand strategy, identity and design, the campaign idea, the shoot, the photography and the cut all come from the same team, in our studios in New York or wherever the piece is. We have made Tiffany & Co.'s holiday window films year after year, told the story of the Medusa pendant seen again after a century, filmed the Santos de Cartier and IWC's New York flagship, and built Sotheby's International Realty's film series for the people who buy the homes. Below are the kinds of work we make for luxury brands, how we make them, and the films and campaigns themselves.
What we make for luxury brands
Brand films and campaignsThe brand in a film: concept, casting, craft and a cut built for cinema, the boutique and the feed.
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Branding and identityWho the brand is, said once and said well: strategy, the mark, the identity system, and the film a brand plays before it says a word.
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Heritage and archive filmsA century of the brand told with its own archive: the founder, the pieces, the people who kept them.
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Holiday windows and seasonal filmsThe windows everyone walks past in December, and the films that take them to everyone who cannot.
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Jewelry and product filmsA stone, a setting, a clasp, filmed so close you can feel the weight: macro, tabletop and robotic camera moves.
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Watch and timepiece filmsMovements, cases and the hands on a wrist, in light that respects the engineering.
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Launch filmsA new piece or a new collection, introduced with the ceremony it deserves and cut for every screen.
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Flagship, boutique and event filmsThe opening, the salon, the awards dinner: filmed so the room is felt by everyone who was not in it.
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Documentaries and founder storiesThe long story a brand earns: the founder, the maker, the decades, filmed properly.
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Collaborations and cultureTwo names, one story, from a jeweler to a film studio, told so both come out bigger.
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Luxury real estate and propertyHomes, towers and the lives inside them, for the brokerages and developers that sell the extraordinary.
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Editorial and custom contentFilms made with the titles luxury reads, for the readers who can afford what is in them.
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Travel, aviation and hospitalityPrivate aviation, hotels and the journey itself, filmed as the experience the brand is selling.
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Social and vertical contentUpright films and cutdowns made in the same world as the campaign, for the feed and the boutique screen.
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Campaign and product photographyStills shot beside the film, by the same crew in the same light, so the campaign, the site and the window agree.
→Every luxury campaign starts with the piece and the date it has to be seen by. From there the work runs the way a workshop runs: one idea, agreed early; a shoot planned around the piece, not the other way round; an edit that respects its pace; and every version the brand needs, finished before the window opens, not after.
Five steps, from the first conversation to the finished films.
The brand, the piece, the moment and what the work has to do. One page, agreed before anyone opens a mood board.
A creative direction that holds everywhere it has to: the film, the window, the boutique screen, the feed. When it is a rebrand, the mark and the system come with it. We present it as a world, not a deck.
Casting, styling, locations, crew, stills and motion from the same set. Our production studio plans it and shoots it, with the discipline a brand expects around its pieces: handling, security, approvals.
Edit, color grade, sound design, music chosen first and licensed properly, titles and motion. Every frame looks like the brand.
The master, then every cut the channels need: the window loop, the boutique screen, sixty, thirty, fifteen, upright and square, captioned, in 4K, delivered on the calendar.
A few lines is enough to start. We read every brief the same day, then set up a call on Zoom or a meeting in person to talk through the brand, the piece, the moment and what you need. From that conversation we tailor a plan and a bid for your luxury brand.
It makes the things a luxury brand is seen through: the brand film, the campaign, the product film, the photography, the window, the identity and the social content, from one creative direction, so the brand looks like itself everywhere. A luxury marketing agency plans and buys where that work runs. RIOT does the creative and the production, and works alongside your media and PR partners.
A luxury branding agency builds the identity: the mark, the voice, the look, the system. A luxury marketing agency plans the channels and spends the budget. A luxury creative agency makes the films, campaigns and content that carry the brand across all of them. RIOT is a branding agency and a creative agency with its own production studio, and we plan the channels with you or alongside your media partner.
Tiffany & Co., year after year: the holiday windows, the Medusa pendant, Louis Comfort Tiffany, Schlumberger, the archive. Cartier, IWC Schaffhausen and Harry Winston. Sotheby's International Realty and RESIDE. The Wall Street Journal's custom content for NetJets and Lexus. Coach and Coachtopia at the luxury end of fashion: Holiday 22 (the campaign idea was ours), (Re)Loved, the 75th anniversary, the Coach Foundation's Dream It Real and Coachtopia from its first day. The films are all on this page.
Yes, and it is some of the work we are proudest of. Macro and tabletop film, robotic camera moves, stop motion and real light on real stones: the Santos de Cartier, Tiffany Lock and the Medusa pendant are on this page. We shoot the stills beside the film so the product page, the window and the campaign agree.
Yes. We have made Tiffany & Co.'s holiday window films year after year: the making of the windows, the windows themselves and the versions for the boutique screens and the feed. Retail films, window loops and flagship films, including IWC Schaffhausen's New York flagship, are a specialty.
Yes, the whole thing. Brand strategy, the name, the mark, the identity system, the identity in motion and the brand film, as we did for Coachtopia from its first day. We are a creative agency and production studio, and the identity and the films come from the same room.
It depends on the shoot more than anything. A film cut from footage and stills you already own is a focused edit. A campaign with casting, locations, a crew, product handling and security is a production, and we scope it to the piece and the channels it has to fill. Send a brief and we come back with a plan and a number within a couple of business days.
Fine jewelry and watches first: Tiffany & Co., Cartier, IWC Schaffhausen, Harry Winston. Then fashion at the luxury end, with Coach and Coachtopia; luxury real estate and property with Sotheby's International Realty and RESIDE; travel and private aviation through NetJets; hospitality and lifestyle through RESIDE; beauty with Clinique and Estée Lauder; and the editorial world those brands live in, through The Wall Street Journal. Every sector has its own calendar and its own customer, and we know both.
Yes. We built Sotheby's International Realty's film series with RESIDE: the homes, the architects, the chefs and the lives inside the properties, cut for the brokerage, the magazine and social. Developers and brokerages brief us the way the jewelers do: the piece first, then the audience.
Yes, and we love it. The Medusa, The Complete History and the Schlumberger film for Tiffany & Co., and Cartier's The Iconic Age, and a whole set of archive shoots for Coach's 75th anniversary, were all built from the brands' own archives: scanned, restored, photographed, animated and cut with new footage. Heritage is the deepest asset a luxury brand has, and we know how to film it.
The way the brand does. NDAs before the brief, approved crews, secure handling for the pieces, a closed set, nothing posted until the brand says so. Our producers plan the handling, the approvals and the sign-offs into the schedule, so the piece is never the thing at risk.
A campaign from brief to master usually takes four to eight weeks around the shoot. Window and launch films follow the brand's calendar, and we plan backwards from the day the window is unveiled or the piece is released. Social content from existing footage can be days.
Yes. Campaign, product and jewelry photography is shot by our own photographers beside the film, on location, at the brand's atelier or in our studios, so the stills and the motion share a set, a light and a look, and one shoot fills the campaign, the site and the window. The photography on this page, from Cartier to the Medusa, is ours.
