Launching a new Peloton Instructor comes with a unique set of challenges—especially when working within tight budgets. Despite these constraints, our goal remained the same: deliver a high-impact launch that introduced each instructor with clarity, personality, and strong brand alignment. This included producing a hero launch video along with a suite of assets for branding, press, and social.
Below are select examples of instructor launch campaigns.
Logan Aldridge
Along with Director Frank Sun, we launched Logan Aldrige, Peloton’s first adaptive athlete and trainer. We knew this was a pivotal moment for Peloton, and we wanted to create a fun and dynamic launch video that would generate hype and excitement!
Amid the constraints of the pandemic, we executed a streamlined two-day production to introduce multiple new Peloton instructors—maximizing a single set and unified lighting direction while maintaining a high level of craft. Through intentional styling, nuanced performance direction, and precise visual consistency, each launch retained its own distinct personality and presence.
Presented here are the final campaigns for Rad Lopez, Marcel Dinkins, and Kristen Ferguson.
DP : Frank Apollonio
I was thrilled to lead the creative for Camila Ramón’s highly anticipated launch, marking Peloton’s first-ever Spanish-speaking cycling classes. With Latinx Heritage Month coming to a close, the timing felt both meaningful and historic—an opportunity to create a launch that celebrated culture, community, and Camila’s undeniable presence.
To bring this energy to life, we collaborated with acclaimed Mexican director Santiago Sierra Soler, crafting a bold, high-impact campaign rooted in rhythm, attitude, and heat. The result was “Bring the Heat!”—a fiery, fast-paced introduction that matched the significance of the moment and set the tone for Camila’s arrival on the platform.
