Templatized graphics get a pumped-up glow-up in this endorphin-fueled campaign for Peloton. With 800+ deliverables spread across a body of 224 footage pieces, 198 unique supers, 144 soundbites, and a sweeping variety of sizes, elements, and target markets, the sheer size of this campaign was as colossal as a Peloton instructor’s quadriceps. Beyond streamlining such a huge number of deliverables, the real ‘cresting of the uphill’ was seamlessly capturing and integrating the Peloton voice and vibe throughout the sizable volume of work.
To bring the project to exponential, multi-pronged life, our team created a series of templates that were interchangeable within the context of each of Peloton's selling points. By creating these templates, we could effectively mix and match at scale across a wide variety of class footage, unique soundbites, intro grids, script variations, and video lengths.
Our CG artists created a series of uniquely designed and animated outros that stylishly showcased the Peloton products on offer. From the iconic Peloton bike to the newly launched treadmill and weights, these renderings added a sleek, animated exclamation point to the end of each spot.
For a little pop and flair, we animated 12 unique UI elements that accompanied the live-action footage with complementary 2D motion graphics.
When working with 224 different types of footage, asset management becomes a very real thing. Our editorial team duly responded by combing through and organizing all of these assets into a fluid yet rigid template that incorporated multiple target markets, multifaceted aspect ratios, multi-pronged selling points, and more than our fair share of different soundbites, different languages, different localized instructors, the works. This gave Peloton the utmost flexibility when propagating the videos across various channels.
All in all, this campaign was a heart-pumping, lung-expanding, endorphin-inducing project that paired together a huge amount of moving parts—tons of class footage, numerous RTB's, dozens of soundbites, and hundreds of supers—into one robust yet easily digestible campaign. With Peloton's iconic (and inspiring) brand voice front and center, this project is a prime example of what can happen when streamlined production capabilities meet attentive and in-tune creative solutions.
