Peloton X Beyoncé
For Peloton’s biggest musical partnership to date, we executed a multi-channel campaign in three stages — a series of teaser videos, the big launch moment, and a video series highlighting the legacy and culture of Historically Black Colleges and Universities.
ROLE: ART DIRECTION + DESIGN
2021 Adweek Social Media
Campaign of the Year
01
We shot 7 teaser videos in total — one for each of the instructors that would be teaching Beyoncé Artist Series classes — and hinted at the campaign’s visual identity by revealing the anchoring graphic element, the “X”.
02
The big launch moment introduced the first phase of what would be an 18-month partnership with Beyoncé and the musically-driven, multi-discipline class content. We cut social videos to promote each class, including rides, runs, meditations, and yoga flows.
03
The final stage of the campaign was a video series entitled HBCU at Heart. Inspired by Beyonce’s Homecoming special and led by Peloton yoga instructor Dr. Chelsea Jackson Roberts, the series featured Peloton instructors and employees sharing their experiences at Historically Black Colleges and Universities. In addition to the video series, Peloton gifted Peloton App memberships to all students at 10 HBCUs.
