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BRIEF

Create three dynamic films to mark the launch of three new Peloton instructors - two in the UK market and one in the German market.

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STRATEGY

Through the films, strike the perfect balance of Instructor personality and training style (75%) with Peloton brand and equipment coverage (25%).   

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IDEA

We developed a character story and theme for each instructor to help define their 'Peloton personality' reflected in the films.

 

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EXECUTION:

Working closely with the new instructors to ensure authenticity, each film tells their story - background, passions and style of training, laced with characterful personality highlights throughout.

 

The combination of shots from the instructor's 'real world' training environment and the studio class shots gave pace and variation to the films. By showing exactly what this new instructor was about (inside and outside of Peloton), we built intrigue, showed authenticity and ultimately drew an even wider audience to Peloton classes through the instructors. 

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3 X FILMS • CAMPAIGN ASSETS

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