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 CMO Joon Silverstein took the AI Trailblazers Intelligence Summit through how Coach wins in AI discovery. RIOT cut her talk into a 2:32 LinkedIn film and built it a world: one field, one tree, and roots made of 20,000 consumer prompts.
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Coach went to Cannes Lions 2026 with two stories: &Coach, its new Gen Z platform, and a Palais talk on reading culture instead of chasing it. RIOT cut both, a recap film of the &Coach panel and a LinkedIn edit of CMO Joon Silverstein's talk.
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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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A cinematic short film by RIOT for Coach, Bag Man tells the story of Lew Frankfort, the Bronx kid who turned fear into focus, logic into art, and a leather workshop into one of America’s most iconic fashion brands. Through unscripted storytelling and archival imagery, the film reveals the human philosophy at the heart of Coach’s rise: Magic + Logic.
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