Coach: Varsity Collection
In celebration of New York Fashion Week, Coach launched a limited collection of custom Varsity jackets from their Women’s Fall 2016 line. Each jacket was a unique masterpiece, crafted with individuality in mind—no two were alike, thanks to a vibrant mix of studs, patches, and pins. To honor this bold collection, RIOT was tasked with creating a film that would not only showcase the meticulous artThe soul of creativity—art is the foundation of visual storytelling, shaping the way brands, campaigns, and experiences connect with audiences. of customization but also capture the electric energy of the pieces themselves.
A vibrant display of Coach Varsity jackets from the Women’s Fall 2016 collection, shot with neon graffiti lighting for a bold NYC punk-inspired aesthetic.
What made this collection extraordinary was its personal touch. The five jackets featured in our shoot were designed with specific celebrities in mind, each jacket reflecting the heritage, personality, and unmistakable style of its intended wearer. For RIOT, this was an opportunity to tell a story where creativityThe spark that starts it all—creativity is the fearless pursuit of new ideas, powerful stories, and unforgettable brand moments. and craftsmanship collide.
Our creative approachThe playbook for success—strategy defines where you're headed, how you'll get there, and what will set you apart.? Pure NYC punk, reimagined. We took the raw, rebellious energy of punk rock and electrified it, transforming it into a neon-soaked visual feast. Using vibrant electric graffiti and dynamic stage lighting, we crafted a cinematic experience that felt alive, like a concert spilling into the streets of New York City. To enhance this visual tapestry, we infused stop-motion animationBringing stories to life—2D and 3D animation transform ideas into motion, blending art and technology to create visually stunning narratives. to highlight the craftsmanship of each jacket, celebrating the artistry behind every stitch, patch, and pin.
The result is a film that feels as one-of-a-kind as the jackets themselves. Above all, it’s a tribute to the individuality and spirit of Coach’s Varsity collection—a celebration of style, personality, and the vibrant energy of New York City. For us, it stands as one of RIOT’s proudest visual achievements to date.
