PELOTON
CROSS TRAINING SERIES LAUNCH
For the first time in its history, Peloton reimagined its entire product portfolio, powered by AI-driven software, Peloton IQ.
This wasn’t just a product launch, it was an opportunity to reimagine Peloton’s visual universe with a blend of live action, CG renders, and glass UI elements to highlight the innovation behind the Cross Training Series.
Role: Associate Creative Director
As a project lead, I was the throughline helping manage internal stakeholders and agency partners, and connecting many moving parts from the edit, animation, GFX, color, and audio for 60+ deliverables across 3 markets.
Creating the Visual Universe
We set the Next Gen world in a liminal space to hero the hardware and to convey the feeling of limitlessness. It was brought to life through a blend of live action, CGI, and UI elements to highlight the innovation and software at the heart of the launch.
Branding Peloton IQ
As part of the launch, we named and branded the software powering The New Cross Training Series — Peloton IQ. Inspired by the movement tracking technology, I created the Peloton IQ icon, which was used across the platform, product launch films, and marketing assets.
CREDITS
Creative Director: Erin McCarthy
Sr. Copywriter: Jilly Ko
Sr. Art Director: Ariel Simeoli
Producers: Katie Schad, Flora Guillon
Director: Raj Davsi
CG: Future Deluxe