Reimagine Your Run
/
Campaign
/
2020
Peloton
For most people, Peloton meant one thing: Stationary Bikes. As Digital Agency of Record, Firstborn set out to change this perception, crafting authentic stories around diverse users and unexpected fitness experiences. Our goal was to expand what Peloton represents and who it speaks to.
The Peloton Tread campaign showcased the machine as more than just a treadmill—it's a comprehensive home fitness solution. Working with director Alexander Hankoff and The Mill, we produced a dynamic Spring/Summer campaign that captured the product's versatility. The result was a powerful collection of more than 150 unique assets—from OTT videos and YouTube bumpers to Instagram stories and Facebook carousels.
Our production approach set new benchmarks for efficiency. In just five months, we delivered 2,000 assets across seven campaigns, balanced between video and static content. The Tread Summer campaign demonstrated our innovative approach, combining photography and video production in a single studio to create targeted assets for every level of the marketing funnel.
As Executive Creative Director, I guided the creative vision across Tread, Bike, and App platforms, working closely with our talented creatives, clients, and partner agencies. This success was brought to life by the exceptional teams at Firstborn, including Joey McRobert, Caroline Noebels, Rielly Dunn, director Alexander Hankoff, photographer Aaron Smith, and so many others.
Client:
Peloton
Agency:
Firstborn
Year:
2020
