Peloton - Integrated Campaigns

Over the course of my time at Peloton, I oversaw 10+ integrated campaigns that each tackled a different job, from awareness to reappraisal to conversion. A few highlights:

When news stories emerged about actor Chris Meloni's tendency to work out naked, we saw an opportunity to promote the Peloton App, the product that lets you work out anywhere, wearing anything (or nothing). Partnering again with Ryan Reynolds' Maximum Effort, we leaned into the moment and produced "Such a Great App", turning a tabloid headline into an ad that felt like it belonged in the conversation.

For "Yes. I. Can." we put instructor Tunde Oyeneyin front and centre. Rather than selling features, the campaign focused on something harder to articulate: how it actually feels to work out with Peloton. The intensity, the voice in your ear, the moment you realize you're capable of more than you thought.

And for the holidays, we went the other direction entirely. Featuring Brett Gelman, the campaign was deliberately, joyfully unserious, a reminder that Peloton didn't always have to take itself so seriously, and that the best gift a brand can give its audience at Christmas is permission to laugh.