CONNIE CHWEHACD (ART)


MILEY FOR PELOTONLET YOURSELF RUNAs the next chapter of Peloton’s "Let Yourself Go" platform, "Let Yourself Run" evolves the narrative by redefining the running experience. Peloton transforms every run, walk, or anything in between to find a powerful sense of personal release.

Who better to partner with than Miley—a global star with unapologetic individuality and raw authenticity. She also happened to be a Peloton member. 


Role: Associate Creative Director

Results (48 hrs):

+11.3M Organic Social Views
+705M Earned Impressions
+79% DoD increase in Organic Traffic
+3.9% Avg Engagement Rate (95% above benchmark) Her hit single “Bass Persuades” became the perfect soundtrack for our film, capturing the call to lose yourself completely in the music and movement. 

This brand film led Peloton’s Tread hardware launch along with 3 product films and social content to round out the campaign ecosystem. 




















In addition to our brand film, we created product films to support the launch Peloton’s three new treadmills. 

With the synth-pop melody and retro electronic rhythm of Bass Persuades, the 80s became the connective tissue in our campaign. For our product films, we took inspiration from retro car ads  — the perfect lens for single minded, irreverant, and feature focused storytelling. 

CREDITS

Creative Director: Erick Rodriguez
Sr. Copywriter: Jilly Ko
Executive Producer: Angelo Mazzamuto
Project Manager: Hillary Jordan



Director: Bethany Vargas
Production company: Division
Post house: Modern Post
Editor: Sophia Kerpan
Colorist: Dante Pasquinelli