Coach: Rivets
To celebrate the release of their limited-edition, hand-crafted riveted bags, Coach sought to highlight the artistry behind each piece. Every rivet, every stitch, every detail—an expression of craftsmanship at its finest. RIOT was tasked with bringing this vision to life through a film that captures the meticulous, handmade nature of these stunning creations.
Shot over the course of two days, Chris MUG5 Maguire directed, edited, and colored this 30-second film, designed to immerse viewers in the rhythmic beauty of the rivet-making process. With a sharp eye for detail and an artistic touch, the film transforms repetition into poetry, celebrating the precision and dedication required to craft these bags.
To amplify the impact, RIOT’s founder, MUG5, supervised the music selection—choosing a bold and mesmerizing track that mirrors the heartbeat of the craftsmanship itself. The result? A cinematic celebration of artistry, craftsmanship, and timeless design.
Above, you’ll find the 30-second film showcasing the creation of Coach’s riveted bags. Below, enjoy the 15-second cut—a condensed but equally powerful tribute to the handmade beauty of this collection. For us, this is a love letter to craftsmanship and the hands that bring these designs to life.
Credits
The Dream Team Behind the Craft: A Collaboration of VisionariesClient: Coach
Agency: RIOT
Production Company: Suite Spot
Director: Chris MUG5 Maguire
Creative Director: Colleen Stokes
Post Production: Chris MUG5 Maguire
Assistant Editor: Nastassja Simone
Assistant Camera: Dada Shikako
Prop Stylist: Johnny Machado
Prop Assistant: Deirdre Dacosta Rossi
Production Assistant: Paulina Ortiz
Production Assistant: Brendan Day
Studio Shoot:
Director of Photography: Graham Willhouby
Senior Art Director: Sarah Waiser
Gaffer: Kevin Bacon
Grip: Ben Potter
Workshop Shoot:
Director of Photography: Zach Jopling
Gaffer: Danny April
Grip: Kenneth Kildee
Coach took two stories to Cannes Lions 2026: &Coach, its new Gen Z platform of shared authorship, and a Palais talk on reading culture instead of chasing it. RIOT cut the panel recap and CMO Joon Silverstein's talk. The recap moves the way the platform does, between the room, where creators, athletes and strategists shared one backdrop, and the hand-written cards that give each &Coach story its rhythm. Nerves. Dreams. Us.
Explore the Project →
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.
Explore the Project →
For Coach's 2025 Store Manager Conference, RIOT cut the story of how Coach became a Gen Z icon as a manifesto in moving type, then delivered investor and Japanese-language versions.
Explore the Project →
