Moved by discipline

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Moved by discipline ~

CAMPAIGN

Confidence can be our strongest muscle

BRAND

Peloton

YEAR

2025

ROLE

Associate Creative Director

CHALLENGE

Peloton has one of the most trusted communities in connected fitness — yet the most powerful proof of the brand wasn’t coming from us, it was coming from members. In the UK, our objective was to deepen positive perception and strengthen the feeling that Peloton “is a brand for me.” The opportunity was clear: let real voices dismantle doubt. Recommendation is the most persuasive form of influence — not because it’s louder, but because it’s lived. The challenge was to turn authentic member endorsement into culturally resonant storytelling that felt human first, commercial second.

APPROACH

Moved By was Peloton’s global 2025 member storytelling platform — created to spotlight the real people behind the metrics and the emotional reasons they move. In the UK, Creative proactively identified the opportunity to elevate the platform by partnering with Candice Brathwaite, working closely with Marketing to bring greater cultural weight to the narrative. Through early conversations with Candice, the theme of discipline emerged naturally and together, we shaped Moved By Discipline around her lived routine: daily training, marathon preparation, consistency as identity. By building the story collaboratively and grounding it in truth, the campaign preserved the integrity of the global platform while amplifying its relevance and impact locally.

The ecosystem

Working with illustrator Ola Zsmida, we defined the visual world of the hero film and captured still photography to scale the story across a multi-layered UK ecosystem — paid, organic and live.

→ Candice’s Post

Moved by_ series

This wasn’t a one-off. Over a year, we built a full ecosystem of member stories — from statics and social-first UGC films to larger hero pieces for the German market, like Candice’s — supported by acquisition emails and paid media to drive leads.

The community was the strongest driver; previous paid social assets leveraging member validation achieved a 20% more efficient CAC than lower-funnel benchmarks. This timeline scales that insight into a long-term strategy, systematically layering key RTBs through authentic UK member stories to continuously drive consideration and build brand affinity.

Small Stories: Statics

Scaling to other markets

Following its proven success, the framework became the blueprint for broader market expansion, successfully scaling to other key European regions.

Colour System: Illustration + Member

DE Large Stories

Acquisition Emails

Facebook Carousel

Impact

Brand Lift Study: Awareness +8.1pts (Meta), +1.7pts (Reddit), +3.1pts (YouTube)
Favorability & Consideration +1.9pts — strongest impact driven by premium YouTube placements
3.8M+ reach and 12M+ impressions in the upper funnel
YouTube: 1.9M impressions & 1.6M views (optimised for high viewability via Non-Skip formats).
Reddit: 1.6M impressions & 924K reach (balanced deployment of 15s and 30s assets).
Exceeded UK forecasts by +10%, with the Bike portfolio and Tread significantly overperforming post-Candice launch.
Candice’s Socials: 137k views in less than 48 hours with over 450 comments
Overwhelming organic community response, with Candice’s audience actively endorsing the partnership and driving high positive comment volume
Candice evolved into a formal ambassador programme, strengthening brand affinity within her community and extending long-term cultural credibility