Coach New York Stories: Celebrating the Spirit of the City with Six Iconic Films
New York is a city of infinite stories, each unique, yet tied together by the unmistakable energy that makes the city a world unto itself. As part of its commitment to capturing the essence of the city, Coach presented the New York Stories campaign, a series of six films celebrating the people who define New York’s unmistakable spirit. Through these stories, Coach showcased how New Yorkers, with their authenticity and self-confidence, bring the city’s energy to life.
Our creative agencyA creative agency is a team of experts who bring big ideas to life, crafting unforgettable campaigns, bold designs, and innovative strategies to elevate brands. It’s where creativity meets strategy to make businesses thrive. played a pivotal role in the post-production process for the New York Stories series. From second unit editing and creating various cut-down edits to translating these films into six different languages and producing over 30 variants for social media and OOHOut-of-Home Advertising (OOH) refers to advertising formats that reach consumers when they are outside their homes, such as billboards, transit ads, bus shelters, and street furniture. campaignsCampaigns are organized efforts designed to achieve specific goals, such as raising awareness, driving engagement, or generating sales. They combine strategy, creativity, and execution across multiple channels to deliver a cohesive message., we were thrilled to contribute to this powerful collection of stories. Below, we dive into each of the six films, offering a glimpse into the lives of the individuals who make New York extraordinary. First, let’s start with one of our favorites.
Discover the Personal Stories Behind Six Iconic New Yorkers
Karlie Kloss: A Model’s View of New York
Karlie Kloss, the supermodel who has graced countless runway shows, is as much a New Yorker as anyone. In her film, Karlie reflects on how New York has shaped her career and life. With her signature poise and self-confidence, she shares how the city’s spirit matches her drive for success. In Karlie’s words:
“For me, New York is a place that has taught me to keep moving forward, no matter what. It’s a city that doesn’t stop, and neither do I.” – Karlie Kloss
Her story is one of constant motion, embracing the pulse of the city and transforming it into her own narrative of ambition and achievement. The film beautifully captures her journey from the sidewalks of New York to the international runways, all while remaining grounded in the unique energy of the city.
Freja Beha Erichsen: Finding Peace in the Chaos
For Danish model Freja Beha Erichsen, New York was both an overwhelming and exhilarating experience. In her film, Freja reveals how the city’s chaos taught her to find peace in the most unlikely places. Her story is one of reflection, a deep connection to the city’s essence, and embracing the contrasts that make New York a city of endless opportunities.
“New York gave me the freedom to explore, to push past my limits, and to truly find my own place in the world.” – Freja Beha Erichsen
Michael Chernow: The Art of Finding Inspiration
As a restaurateur and entrepreneur, Michael Chernow has a special relationship with New York. For him, the city is a living, breathing source of inspirationAn idea is a thought, concept, or mental image that emerges as a solution, inspiration, or innovation. Ideas form the foundation of creativity and problem-solving, driving progress and sparking new opportunities.. In his film, he talks about how his business, which includes five meatball shops, is built on the foundation of the city’s culture and diversity. Michael’s dedication to authenticity in his work and his approachStrategy is a structured and goal-oriented plan designed to achieve specific objectives by leveraging resources and actions in an organized and intentional manner. It serves as a roadmap for success across various disciplines, from business to marketing. to life resonates with every corner of New York.
“New York is my muse. It challenges me every day, but it also gives me everything I need to succeed. It’s a place where anything is possible.” – Michael Chernow
Gia Coppola: The Unpredictable Beauty of the City
For Gia Coppola, New York offers an unpredictable beauty. The film showcases her love for the unknown, the rawness of the streets, and how the city has shaped her creative eye. Through her lens, we see how New York thrives on contrasts, from high-end galleries to the bustling energy of the streets.
“New York is a place where inspiration hits you when you least expect it. It’s not about looking for something—it’s about allowing it to find you.” – Gia Coppola
Julia Restoin Roitfeld: Balancing Life in the Big City
As an artArt is the expression of human creativity and imagination through various mediums such as painting, sculpture, music, literature, and digital design. It serves to communicate, inspire, and evoke emotions, often reflecting cultural and personal experiences. director and creative professional, Julia Restoin Roitfeld brings a mix of high-fashion aestheticsDesign is the process of creating purposeful and visually appealing solutions to solve problems, convey messages, or enhance experiences. It involves a combination of creativity, technical skill, and strategic thinking. and grounded, authentic motherhood to her New York story. Her journey is about balancing her creative career with her role as a mother, embracing the constant movement of the city while finding peace in her personal life.
“New York is a place that pushes you to be the best version of yourself. It challenges you, but also nurtures you in ways you can’t imagine.” – Julia Restoin Roitfeld
Charlie Anderson: The Artist’s Journey in New York
For British artist Charlie Anderson, New York’s energy and relentless pace provided the perfect canvas for his creative expressionArt is the expression of human creativity and imagination through various mediums such as painting, sculpture, music, literature, and digital design. It serves to communicate, inspire, and evoke emotions, often reflecting cultural and personal experiences.. In his film, Charlie shares how his art evolves with the city’s ever-changing landscape, emphasizing the power of transformation and reinvention in both his work and his life.
“New York is about transformation. It’s a place where you can start over, reinvent yourself, and become something new. That’s why I love it.” – Charlie Anderson
Maki Ryoke: A Makeup Artist’s Journey Through New York
Makeup artist Maki Ryoke’s New York story is deeply rooted in her Japanese heritage and the influence of her mother, who was a professional kimono designer and cosmetic creator. Maki reflects on how New York, with its ever-changing pace, has allowed her to explore different facets of beauty, from fashion campaigns to runway shows, while always staying connected to her roots.
“New York brought me a new kind of inspiration, but it was my mother’s work that really shaped the way I see beauty and creativityCreativity is the ability to generate new ideas, concepts, or solutions by thinking in unique, innovative, and unconventional ways. It is the foundation of innovation, problem-solving, and artistic expression..” – Maki Ryoke
The Full Coach New York Stories Series: A Celebration of the City
The New York Stories campaign is a beautiful tribute to the unique spirit of New York. From the ambition and drive of Karlie Kloss to the creativity of Maki Ryoke, each individual’s story highlights a different facet of what makes the city so special. Together, these films paint a vibrant picture of the people, places, and energy that drive New York, proving that the city is a source of endless inspiration and possibility. Whether it’s the artistic visionA concept is a foundational idea or vision that serves as the starting point for creative projects, strategies, or campaigns. It shapes direction and provides a framework for development, execution, and storytelling. of Gia Coppola or the personal connections made by Julia Restoin Roitfeld, the New York Stories series captures the essence of New York’s timeless appeal.
At RIOT, we were thrilled to be part of this project, helping bring these incredible New York stories to life with editing, color gradingColor correction is the process of adjusting the color and exposure of video footage to achieve a consistent and balanced look., and post-production work that enhanced the energy of each film. It’s one of our favorite projects, and we’re proud to have been a part of showcasing the true spirit of New York. You can also explore another project we worked on with a similar creative energy, the Trammell SoulCycle story, where we captured the inspiring journey of a SoulCycle instructor overcoming personal obstacles in the heart of New York City.