Coach is our longest client: thirteen years of films, from one-of-a-kind varsity jackets and remade bears to the launch of Coachtopia and Lew Frankfort’s Bag Man.
49 projects by RIOT, creative agency partner to Coach
In August 2016 we lit five one-of-a-kind varsity jackets with graffiti light for Coach SoHo, set their patches moving in stop motion and had the film finished five days after the shoot. It was the moment our work for Coach went from cutting its footage to making its films. We had started three years earlier, in 2013, before RIOT even had its name, and Coach is still our longest client: 49 projects on this page and dozens more in the archive, from campaign films and craft films to the launch of Coachtopia and the stories of the people who built the brand.
Coach's limited run of custom varsity jackets from Women's Fall 2016 arrived at Coach SoHo during New York Fashion Week: five jackets, each designed with someone in mind, no two alike. We went pure New York punk, with stage light, graffiti light and the studs and patches animated one frame at a time.
We cut two dozen music options before the shoot, shot it in a single day and landed on The Regrettes' "Hey Now" in our own thirty-second mix. Coach posted the film the night before the jackets went on sale. Six years later, it was the film we sent Coach as the reference for the stop motion in (Re)Loved.
Varsity capped the year we went from the edit suite to behind the camera. Rivets put Coach's hand-set hardware under the lens for two days. The Lucky Fan films played on the screens at Yankee Stadium and were built around baseball-glove leather, the material Coach was founded on in 1941.
The Dinky got twenty-five seconds of its own, directed by our founder and ending on a sea of bags built in compositing. Chloë Grace Moretz, the face of Coach that year, gave us a week: we dressed a downtown Los Angeles studio as New York and filmed her talking about the city, the brand and its new fragrance, and we cut her Spring 2016 brand film for social and outdoor screens too.
Behind the scenes with Chloë Grace Moretz, 2016
From 2013, while Stuart Vevers was remaking Coach, the team that became RIOT cut its campaigns into everything they had to become: New York Stories with Karlie Kloss and Liu Wen, the Spring 2014 films in six languages and more than thirty sizes, and Women's Fall 2015 formatted for ten countries. When Coach staged its first official runway show on the High Line, we shot the teaser while the venue was still being built.
Along the way came Snoopy for Coach x Peanuts, a Holiday campaign full of puppies, cut-downs for Lunar New Year and Singles' Day, and Halloween films made in a single day. Every one of those edits taught us Coach from the inside: the archive, the tone, the deadlines. By the time Coach needed a film made rather than versioned, we knew how the brand moved, how it spoke, and what it would never say.
Coachtopia began with questions, and with a brand willing to listen before it built. In November 2021 we filmed Gen Z focus groups at Coach's headquarters on circularity, customization and digital product, streaming every answer live so Coach's team heard it the moment it was said. Would you buy a circular collection from Coach? Would you tap a chip to see where a product came from? Answers like those fed Coachtopia, Coach's circular sub-brand, and we stayed with it from its first community film to its launch. That's our crew in the picture, filming an interview with Lola Tung at the launch shoot.
First came the people. Coachtopia wanted its first members to be co-creators, not just customers, so the film we made was an invitation: join a beta community of young people and help shape the brand before a single product reached a store. Rose Hidalgo storyboarded it through Coachtopia's own world of cloud people and flower people, a hopeful first look at a brand that would be built with its community.
With Coachtopia's identity and an open brief, we made twenty-one logo stings in one month, clouds and all. Then we animated the chip film: Bonnie, a flower voiced by community member Molly, shows owners how to tap into each piece's digital passport.
At the launch shoot in March 2023, at Gantry Plaza State Park across the river from Midtown, we were the camera behind the camera: four cameras, six films in three formats, vignettes with the cast and designers, and the edits Coach's PR team needed for Earth Day.
Coach was born in 1941 in a Manhattan loft, where six craftsmen cut and stitched leather by hand. Eighty-five years later, the films we are proudest of still begin at a workbench.
Coach (Re)Loved gives old bags a second life, so we gave them a second performance. The idea was that a remade piece should feel as alive the second time around as it did the first, if not more, so we sent Coach our Varsity film from 2016 as the reference: stop motion, patches, hands. We shot both films in our own studio with one of Coach's craftsmen, went back on a Sunday with more old product, and moved every scrap one frame at a time. The bear alone takes four craftspeople nearly two days and is made from ninety-five percent repurposed materials.
Have Taste, Love Waste borrows the eye of a nature documentary to follow two bags through their life cycle: the Quilted Tabby, and the Alter/Ego that Coachtopia cuts from its leftover scraps. We filmed it in September 2024 in Coach's workshop on the tenth floor in Hudson Yards, following master craftsman Mauricio Alvarado from the cutting table to the sewing machine. We had first filmed Mauricio in 2017, for Coach's customization films. Seven years apart, the same hands.
Some of the films we're proudest of are made for the people inside the brand. Since 2014 Coach has trusted us with the stories it tells its own people: the history film and the sizzles for its Store Manager Conference, the CFDA reels for Stuart Vevers and the Coach Foundation's films about its students. It's the toughest audience a brand has, the people who live it every day, and the deepest trust it can give.
The Rules Have Changed told the story of Stuart Vevers' Coach year by year, giving each season of the reinvention a headline of its own and making the relaunch of the Coach Signature its turning point.
Every year Coach brings its store managers together, and we have made films for seven of those conferences. In 2014 it was a history film that ran from 1941 to the brand's rebirth. In 2016 it was An Insider's Look, with CEO Victor Luis and Stuart Vevers, and The Coach Journey, which we then versioned in Japanese, Simplified Chinese and Korean for Coach's teams in Asia. In 2021 we made the main sizzle, an Associate Influencer sizzle and a version for Asia Pacific, and Coach liked the music enough to use it for its own presentation bumpers. The 2025 sizzle went out three ways: for the conference, for investors and in Japanese for Coach Japan.
For the Coach Foundation we wove more than forty student videos, and hellos recorded in Japanese and Mandarin by Coach colleagues, into Dream It Real, the film Coach's brief named its go-to for town halls and store conferences that year. A Year of Dreaming It Real followed at the 2022 conference.
Fashion is where we met Coach, and over the years our work together has grown deeper into the people behind it: the leader who grew it, the one who runs it today, and the human needs that outlast every trend.
Lew Frankfort led Coach for nearly three decades. For his memoir, Bag Man, we built a trailer around one unscripted hour of conversation, twenty-four days from manuscript to final approval, in time for the book's release in October 2025.
Thank you for helping bring Bag Man to life so beautifully.
Lew Frankfort, Chairman Emeritus and former CEO, Coach
In 2026 we cut the tribute that introduced Coach's CEO, Todd Kahn, as the ACE Awards Visionary honoree, and the baseball-glove leather we filmed for the Lucky Fan films in 2016 became its heritage chapter.
In June 2026 Coach's CMO, Joon Silverstein, took the stage at the Palais in Cannes with a line that could stand for all thirteen years: "Trends change. Human needs don't." We cut the &Coach panel recap and the talk for everyone who was not in the room.
From a jacket to a memoir, the workbench is still where the best Coach stories start. More of our work for heritage brands lives on our luxury creative agency page, and the rest of our partners are on Our Friends.
What the Coach team wrote to us the moment they first saw the work, straight from the inbox.
“It's amazing! Truly so much more compelling than I thought was possible! Incredible job!”
Joon SilversteinChief Marketing Officer, Coach“You've really helped us bring this story to life!”
Emma CiufoSenior Copy Director, Concept & Editorial, Coach“This looks amazing and everyone has approved!”
Megan LoopDirector, Video Production, Coach“We showed the video at SMC. Everyone absolutely loved it. You truly are a creative genius. Thanks for always coming through!”
Julia DiCesare FurnariDirector, Tapestry Foundation & Coach FoundationMore than one. Coach works with several agencies alongside its own creative team. RIOT, a New York creative agency and production studio, has been one of its longtime creative and production partners since 2013, across the Coach brand, Coachtopia and the Coach Foundation.
Since 2013, two years before the studio was called RIOT, which makes Coach our longest client. There are 49 Coach projects on this page, from the Spring 2014 campaign films to the Cannes Lions 2026 edits, and dozens more in our archive.
RIOT made it in 2016 for Coach's limited run of custom varsity jackets at Coach SoHo. Our founder, Chris Maguire, directed it, the patches move in stop motion, and the film went from a one-day shoot to finished versions for the store and the web in five days.
RIOT made it in 2022, in our own studio, with stop motion and ASMR sound. It follows Coach craftspeople making the bear from 95 percent repurposed materials, and a second film followed for the Remade Rexy puzzle.
RIOT. In one month we made 21 logo stings for Coachtopia's motion identity, and we animated the NFC chip film in which Bonnie, a flower voiced by community member Molly, shows owners how to tap into each product's digital passport.
RIOT, in 2025. We built it around one unscripted hour of conversation with Lew Frankfort, Coach's former CEO, and delivered two-minute and one-minute cuts with vertical versions for the book's release on October 14, 2025.
You're in good company.
Making something for a fashion brand? A few lines is enough to start. We read every brief the same day, then set up a call or a meeting to talk it through, and tailor a plan and a bid from there.
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