For Every Finish Line.
Firstborn and New York director Alexander Hankoff with The Mill produced the latest Spring / Summer campaign for Peloton’s total body training piece of hardware: Tread. The Peloton Tread is the most innovative running machine on the market. Engineered to give you and everyone in your family the most complete and immersive workout experience, no matter what your goals are. From programs to quick hits, strength and endurance—the Peloton Tread is built for every finish line.
“Come on Peloton, we got this!”
As Peloton’s dAOR, we are consistently tasked to develop seasonal campaigns with performance marketing materials at a speed pace. Our latest, Peloton Tread Summer we combined both Stills photography and Motion video in one studio space over just three days. Capturing a range of channel specific assets for Instagram and Facebook while providing unique assets for the entire marketing funnel. Providing Peloton months worth of assets to target, and optimize using our variable production method.
This is running reimagined.
Following the holiday rush, Firstborn took learnings from that experience and pivoted process with more focus on efficiency of creative development and production. Total Asset Creation to Date: 824 unique video and 808 unique static assets (not including cut downs or resizing) across seven campaigns. 1,632 in total in just five months.
Made possible by the following:
Agency: Firstborn
Executive Creative Director: Gradwell Sears
Senior Creative: LP Riel + Joey McRobert
Creatives: Caroline Noebels + Rielly Dunn
Producers: Matt Webb + Leah Rohner
Film Director: Alexander Hankoff
Production: The Mill
and so many others!
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