As a recent win for Firstborn and with the brand’s goal of selling 200K Bikes before years end, the Peloton briefs came rolling in. Firstborn brought me on for multiple, robust holiday briefs—1 platform campaign with 7 additional promotional campaigns attached. Intrigued by the turnaround challenge and excited by the work, I happily brought my conceptual abilities, experience with content library creation, production knowledge, and leadership skills to the team.
To fulfill the creative deliverables for these future promotional campaigns, the platform campaign shoot needed to be approached from the lens of building a content library. Each sub-campaign focused on a specific promotional message and had its’ own visual aesthetic. Not only were they versioned for US and Canada markets, each campaign also consisted of over 200+ digital/social, video/static assets—3 (:15’s), 2 (:06’s), Dynamic YouTube, Facebook carousels, Instagram stories, posts, native displays, and banners.
Role / Creative Director, Motion Director, Creative + Art Direction, Concept Creation, Pre-Production + Post-Production, Design, Script Writing
“BLACK FRIDAY” campaign
With a new photography style and overall black aesthetic, the goal was to glorify the accessories—promoting their most successful offer of the year.
Everything you need to get riding—on us.
“DELIVERY bY CHRISTMAS” CAMPAIGN
With the brands’ sense of community and family culture, casting a real Peloton delivery driver added extra value to the project.
Creative assets with a
‘Last Day’ message were
also developed
for every campaign.
“FREE DELIVERY + INSTALL” CAMPAIGN
A Bike and the Peloton “white glove” service makes for a truly special gift.
“UNDER THE TREE GIFT“ CAMPAIGN
Your loved one can open a gift under the tree on Christmas morning—even if their Bike hasn’t been delivered yet.
Introducing still photography helped maximize our creative assets and minimize burnout.
*Additional promotional campaigns were for 30 Day Home Trial, Boxing Day, and a contingency offer for $100 Off Accessories.
ALL / MONDELEZ + NBA / NABISCO SNACK PACKS / MY LITTLE PONY / THE GIFT OF PELOTON / CRISPERS SNACKS / OREO STAY PLAYFUL / E! PEOPLE’S CHOICE AWARDS / PELOTON BIKE / RITZ CRACKERS / CLEAN + CLEAR / HALLS MINIS / CHIPS AHOY! / JOHNSON'S BABY / L'OREAL TEEN SKINCARE / TINA FEY + GARNIER NUTRISSE / GARNIER THE WHOLE PICTURE / JOHNSON'S WHY COTTON / TORI KELLY + GARNIER FRUCTIS / ACUVUE GLOBAL / GARNIER SKINACTIVE / MISC.