Peloton App — NY 2022 Campaign

I joined the Firstborn team as art director to help explore and set the overall visual mood, design concept/direction and motion direction of the Peloton App campaign, then stayed on through post-production. Animated and set the motion style then led the execution across the many script and channel variations.

Collabolove to these ones: ECD Devon Wong, CD Copy Justin Early, Design Director Elle Abarca, Copywriter Maddie Horn, Producer Jessica Batson, Animator Matt Severin, and Account Human Shannon Cash. 

Early mood exploration found a kind of deconstructed, layered, kinetic calendar look to guide us through a 60 day journey of emotionally raw, visually imperfect and dropped-in video and photography... 

04_v02
05
04
03
Peleton_Round_03_Montage_A_v02_01
Peleton_Round_02_Sh_04_Montage_v02_01
03_v01
01
02_v3
Round_04_Pillar3_Strength_A_v01_01

We were into the vibe but it wound up being pretty busy and hard to read in the energetic cuts so we ultimately went with a more minimal, but active calendar line element to lift, pump and jump us through the 60 day journey in each spot. 

Hero spot:

...and alts...

Creative director, director, designer. 

Creative director, director, designer. 

Creative director, director, designer. 

Creative director, director, designer.