Coach: Chinese Year of the Monkey Lunar Film
2016 is the Chinese year of the fire monkey whose character is apparently ambitious and adventurous, but irritable. Coach is a very multi-national company and has a huge presence in Asia and, as such, as part of their celebration of the Chinese Year of the Monkey released this brand to commemorate the event. Here is our edit live on the Coach Instagram page:
In the film, we see a monkey that springs to life when the Coach craftsman turns off the lights and leaves the workshop. RIOT was tasked to create 30 and 15-second cutdowns of the 6o second film – we then created versions for web, and social and seven versions for outdoor. They’re fun edits that are a little different from our usual work. The 30-second spot is above, the 15-second spot is below. Enjoy!
Coach took two stories to Cannes Lions 2026: &Coach, its new Gen Z platform of shared authorship, and a Palais talk on reading culture instead of chasing it. RIOT cut the panel recap and CMO Joon Silverstein's talk. The recap moves the way the platform does, between the room, where creators, athletes and strategists shared one backdrop, and the hand-written cards that give each &Coach story its rhythm. Nerves. Dreams. Us.
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For the 2026 ACE Awards, RIOT cut Coach's tribute to Todd Kahn, Visionary Award honoree: his road from a family jewelry business to the head of Coach, told by Todd and the leaders who know him.
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For Coach's 2025 Store Manager Conference, RIOT cut the story of how Coach became a Gen Z icon as a manifesto in moving type, then delivered investor and Japanese-language versions.
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