Peloton's reinvention wasn't about doing more — it was about doing better. The Cross Training Series launched as a statement of that shift: a product designed to restore rather than deplete, and to meet members wherever they are on their journey to a longer, stronger, happier life.
When Peloton launched the Cross-Training Series in October, we weren't just introducing new hardware — we were reintroducing what Peloton could be. I led the promotional creative strategy for the launch, translating a powerful product vision into offers and creative direction that moved fast and drove results.
Six weeks after launch, it was sale season. The creative challenge: protect the product's value while still driving urgency.
‘Let Yourself Go’ was already in market. The answer was to build on it — not around it.
One campaign. Four promo moments. A single messaging system designed to evolve — not reset — across the season.
Each promo window demanded its own visual language — without losing the thread of the season.
November:
Own Your Moment
Lights out, intensity up. A full visual flip from the launch's airy atmosphere — dark, dramatic, and built around silhouettes that let the machine speak for itself.
December:
Make Your Move
Get close, feel the moment. The red disrupter banner evolves from FOMO urgency into gift-unwrapping energy. Immersive close-ups that put the viewer inside the decision.
January:
Own Your Year
The season exhales. Cool blues, motion, and depth replace the darkness — fresh-start energy that still moves fast. This one's about the person and the energy towards a new year, not the machine.
The creative system had to work as hard as the strategy behind it
One Launch. Six Markets. Every Channel.
A launch of this scale doesn't happen in a vacuum. I led a team of 10 across design, production, video, and copy to bring the Cross-Training Series to life across six markets — the US, UK, Canada, Australia, Germany, and Austria — touching every channel along the way, from paid media to member comms to corporate communications
A Framework Built to Flex
Speed and brand consistency rarely coexist easily — so I built a system to make both possible. The Promo Toolkit introduced a three-tier promotional architecture that matched creative intensity to business need, giving designers, producers, and copywriters a plug-and-play foundation that could flex across six markets and every channel without starting from scratch each time.
