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 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. 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 viewersAn audience is a group of individuals who receive and engage with a specific message, content, or product. In marketing and creative fields, understanding the audience is critical to crafting resonant and impactful strategies and campaigns. 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 designDesign 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..
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.