Formats decide whether the idea lands or gets ignored.
New format experiments explore creative structures that sit outside the standard set of outputs. They test how ideas can live across unfamiliar platforms, hybrid storytelling models, interactive systems, and emerging audience behaviours.
At RIOT, this work is not about surface-level variation. It is about finding new containers for the idea—formats that change how the work is experienced, not just how it looks.
This is where new ways of engaging the audience begin.
Everything we test is designed to expand how the work can exist and perform.
This is about staying ahead of how attention is shifting.
Challenge the format. Test the response.
Strong experimentation is structured enough to learn from and flexible enough to explore.
The result is not just a new format, but a clearer sense of what works next.
Our outputs are designed to create momentum, not just exploration.
Everything is built to inform what comes next.
Audiences don’t just respond to ideas. They respond to how those ideas are delivered.
When formats become predictable, attention drops. New formats can create novelty, increase engagement, and open up entirely different ways for the audience to connect with the work.
Testing early allows brands to find these opportunities before they become saturated.
RIOT experiments with format to expand the creative playing field—without chasing novelty for its own sake.
This is where experimentation becomes advantage.
Coach CMO Joon Silverstein took the AI Trailblazers Intelligence Summit through how Coach wins in AI discovery. RIOT cut her talk into a 2:32 LinkedIn film and built it a world: one field, one tree, and roots made of 20,000 consumer prompts.
Explore the Project →e.l.f. Mirror Mix: the launch film for e.l.f. Made's second album, seven artists and seven tracks on one Y2K desktop. Edit, motion design and animation by RIOT.
Explore the Project →RIOT designed and built AltSounds end to end: the brand, the product, the taste engine, the phone experience, the speed and the search. A full-bleed music video channel you can leave on all day, and the clearest picture of how we build web products.
Explore the Project →Coach went to Cannes Lions 2026 with two stories: &Coach, its new Gen Z platform, and a Palais talk on reading culture instead of chasing it. RIOT cut both, a recap film of the &Coach panel and a LinkedIn edit of CMO Joon Silverstein's talk.
Explore the Project →
