Coach: New York Yankees Lucky Fan Films
In 2016, Coach partnered with the legendary New York Yankees to launch a joint collection that fused fashion with the spirit of America’s favorite pastime. As part of this iconic collaboration, Coach brought its 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. to Yankee Stadium, taking over the jumbotron with engaging in-game advertisingMarketing is the strategic process of identifying, anticipating, and satisfying customer needs through the promotion, distribution, and pricing of products or services. It’s the engine that drives brand awareness, customer engagement, and business growth. that captivated fans and highlighted their exclusive products.
RIOT was tasked with creating five dynamic 8-second videosVideo is a powerful visual medium that combines moving images, sound, and text to convey messages, tell stories, and engage audiences. It is used across platforms and industries to inform, entertain, and inspire. that would spotlight the products being offered to one lucky fan at each game. From sleek backpacks to our personal favorite—the father-and-son Coach baseball gloves—each film brought the collection to life with bold visuals and imaginative flair.
For the baseball glove film, directed, edited, and brought to vivid life by Chris MUG5 Maguire, we took things to the next level. Featuring a mesmerizing 360-degree, in-air spin of the gloves, this piece pushed creative boundaries and became the standout star of the campaign. Every frame was meticulously crafted, from the post-production polish to the striking color gradingColor correction is the process of adjusting the color and exposure of video footage to achieve a consistent and balanced look., ensuring it would shine on the massive New York Yankees Yankee Stadium screen.
This project was a chance to merge Coach’s modern luxury with the timeless energy of Yankee Stadium. Above, you’ll find our favorite, the Coach Baseball Glove film. Below, explore the additional four films that rounded out this unforgettable campaign. For us, it’s a testament to how imagination, craftsmanship, and a touch of RIOT magic can make any collaboration legendary.