Coach: Chloë Grace Moretz – Introducing The Fragrance
As the face of the Coach brand, Chloë Grace Moretz embodies boldness, elegance, and authenticity. When Coach launched their new fragrance in 2016, RIOT was invited to capture the essence of both the scent and its muse through a short film. The result? A piece that seamlessly intertwines Chloë’s fun and flamboyant personality with her grounded and mature charm, offering an intimate glimpse behind the scenes.
Filmed over a week-long creative adventure in Downtown Los Angeles, Chris “MUG5” Maguire directed, edited, and colored this cinematic experience. Although the film was shot in LA, Coach wanted it to exude the spirit of New York City. Through meticulous location scouting and set design, we transformed a Los Angeles studio into a New York-inspired aesthetic, complete with curated props like fashion books and magazines that encapsulated the brand’s elevated style.
A candid behind-the-scenes image of Chloë Grace Moretz captured during the filming of the Coach fragrance campaign, directed by RIOT Creative Agency.
In this film, Chloë opens up about her connection with Coach, her experiences with the legendary Steven Meisel, her love for New York City, and the inspiration behind the new Coach Fragrance. It’s a celebration of creativity, individuality, and the artistry behind the brand.
The project didn’t stop at just one film. We captured an incredible amount of footage during our time with Chloë, which led to multiple pieces of content for Coach’s social channels. From the main film you see here to mini-films tailored for Instagram and other platforms, this campaign became a multifaceted showcase of storytelling at its finest.
Below, you’ll find an alternate Instagram cut of the film, featured on the Coach account. This project was an absolute pleasure to work on, and we look forward to collaborating with Chloë and Coach on more boundary-pushing campaigns in the future.
RIOT partnered with Coachtopia to bring sustainable luxury to life in the Alter/Ego collection. This visually captivating story, told with the charm of a nature documentary, turns leather scraps into iconic designs, reshaping the future of fashion with every stitch.
Explore the Project →
Now that the 2022 holiday season is over we're excited to be able to share the seasonal campaign from our good friends over at Coach that we helped to ideate. We originally took this under our creative wings way back at the start of 2022 when the Coach creative team approached us to co-create two holiday concepts they could pitch to Executive Creative Director Stuart Vevers for their 2022 holiday campaign. Fast forward to December and it's been amazing to see many of our ideas and nostalgic inspiration being reinterpreted into the final holiday campaign assets with many cuts and clips being used as inspiration for the final live Explore the Project →
