For Black History Month 2021, our goal was to build a unified and impactful campaign that connected Peloton’s brand message, apparel collection, and instructor-led class content. Following a year marked by a global pandemic and profound social reflection, we aimed to underscore the importance of representation, community, and visibility within the Peloton ecosystem. The campaign’s core message, “We See You,” served as a love letter to the community—honoring their strength, resilience, and presence both on and off the platform.

As Senior Art Director, I partnered closely with Copy Art Director Xavier Green to bring We See You to life. While Xavier shaped the campaign’s voice and messaging, I led the visual direction—crafting a cohesive system of user-generated content, motion, and curated imagery that elevated and reinforced the narrative. I collaborated cross-functionally to ensure the visual language aligned with brand standards and authentically reflected our message. In addition, I directed the campaign imagery for the accompanying apparel capsule, ensuring that the product story integrated seamlessly into the broader creative.