For Anyone Who Wants It.

The Peloton Bike is the best cardio machine on the planet. But with the company facing increasing competition from low-cost imitators—and ahead of their IPO and historically busy holiday season—we needed to remind people of what makes Peloton a valuable fitness investment. From early risers to after work climbers to new moms getting in a hard 20 during nap time, our campaign showed how Peloton isn’t for everyone…but at $58 per month, it’s for anyone who wants it.

As Peloton’s digital agency partner, Firstborn developed channel-first creative to support the brand’s Fall TVC. We started by crafting :15 base video narratives, which we expanded into hundreds of digital assets across multiple platforms. To avoid wear out, videos dynamically changed based on audience and weather-triggering, with supers ranging from practical to aspirational. Our digital-first production approach used branded moments, close-ups, and fast, choreographed movements to draw viewers into the action.

Agency: Firstborn Director: Lloyd Lee Choi Editor: Drew Balke