Every season, Peloton launches a large-scale campaign showcasing its full product ecosystem—Tread, Bike, Bike+, Peloton Digital, and Peloton Guide. Each campaign centers on diverse talent, with every individual bringing a unique story to their respective product experience.

As Senior Art Director, I am responsible for shaping the visual identity of the entire campaign. My role includes casting talent, selecting locations and sets, developing narrative frameworks, and partnering closely with the movement director and photographer to define composition, movement, and overall visual tone. I also lead post-production and act as the primary creative touchpoint for all cross-functional stakeholders throughout the process.

Photographer: Ture Lillegraven