As Senior Art Director at Peloton, I oversaw the development of Instructor Imagery, one of the brand’s core visual systems.

Peloton’s instructors are central to the brand, each with a distinct voice, style, and presence. To support this at scale, the team identified the need for a photography and video system that could evolve with individual instructors while remaining cohesive across the brand. This led to the creation of Instructor Refresh — a yearly content system designed to authentically capture each instructor while delivering a flexible, high-performing asset library for use across marketing, product, press, and editorial channels.

Below is a selection of work from the 2022 Instructor Refresh.