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 visionThe spark that starts it all—a concept is the big idea that shapes campaigns, guiding everything from visuals to messaging. 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 viewersThe heartbeat of every campaign—understanding and engaging the right audience is the key to crafting messages that resonate and drive action. 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 designFunction meets form—design shapes how brands look, feel, and connect through everything from logos to layouts..
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.
