Peloton Digital
“Affordable, accessible, anytime” are descriptors that many would not associate with the ultra-exclusive reputation of Peloton. To drive awareness of its digital app that had long been eclipsed by its two star products—Bike and Tread—Peloton wanted to dispel this misconception by highlighting that people could get access to world-class instructors and workouts at their fingertips anytime anywhere—all at a price that wouldn’t break the bank.
Our awareness digital campaign consisted of over 200 video and static assets spanning TV, digital, streaming, and social. Whether you’re looking to get a quick outdoor run in or decompress after a long workday with a 30-minute meditation, there’s an app for that. This is Peloton Digital.
I pitched, art directed, and developed a flexibly scalable design treatment that wove in native visual elements of the app. Dynamic animations brought to life static UI elements and workout metrics by mimicking gestural actions such as tapping, scaling, scrolling, and cascading modules. These moments were pivotal in establishing and visually differentiating our campaign from Bike and Tread.
STILLS
SOCIAL
CREDITS
CLIENT → Peloton
AGENCY → Firstborn
ROLE → Art Direction / Motion Design Direction
DIRECTOR → Andrew Douglas
PHOTOGRAPHER → Aaron Smith
EXECUTIVE CREATIVE DIRECTOR → Gradwell Sears
SENIOR COPYWRITER → Grace Harris
SENIOR PRODUCERS → Brian White / Matthew Webb
POST & VFX → Wax TV / The Mill