THE GIFT OF PELOTON
As a recent win for Firstborn and with the brand’s goal of selling 200K Bikes before years end, the Peloton briefs came rolling in. Firstborn brought me on for multiple, robust holiday briefs—one platform campaign with 7 additional promotional campaigns attached. Intrigued by the turnaround challenge and excited by the work, I happily brought my conceptual abilities, experience with content library creation, production knowledge, and leadership skills to the team. Just a few weeks later, we were shooting our platform campaign.
Conveying an authentic Peloton riding experience was a priority throughout the entire process. With a Peloton movement coach on set, we ensured proper riding with individualized Bike settings and mentoring through multiple positions within the ride. We created an atmosphere of positivity and empowerment for our riders, which added value to the experience and the overall morale of the shoot. Being meticulous with every detail was paramount and we even considered realtime riding specs, which were later reflected in the creation of custom screen insets for each rider.
Creative Role / Creative Director, Creative + Art Direction, Concept, PrePro + Post, Design