Coach: Coach House Customization Launch Campaign
Last week we were asked by Coach to cover the event they were throwing at Coach House, on 5th Avenue in New York City. The event was held to kick off Coach’s new in-store customization service that was launching at Coach House and numerous other Coach stores across the US. The customization works alongside a customized POS app that allows people to design their own bags and then watch as Coach craftsmen put the custom designs together in front of the customer’s very eyes. It’s a truly unique customer experience that RIOT thoroughly enjoyed capturing.
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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