Peloton Rental

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Peloton Rental ~

CAMPAIGN

Making rental playful

BRAND

Peloton

YEAR

2024

ROLE

Associate Creative Director

CHALLENGE

Peloton had long carried a reputation as expensive and elitist in the UK. Against the backdrop of a cost of living crisis, the team was launching FaaS (Fitness as a Service) — a monthly rental model that removed the upfront commitment of buying the Bike. The brief was to educate UK audiences on what FaaS actually was, dispel the myths around affordability, and drive conversion at the lower funnel. With one significant constraint: there was no budget for new production.

The wider challenge was tonal. Fitness financing is a heavy subject, especially in a cost of living moment. How do we talk about it without sounding corporate, defensive, or dull? How do we make rental feel like an invitation rather than a compromise?

APPROACH

We pushed back on the initial brief and proposed a more playful creative direction. Rental didn't need to be sold as a serious solution to a serious problem — it needed to feel light, human, and ownable. Something that cut through the noise of financial messaging and made people smile.

With no budget for new shoots, we built the campaign from existing Peloton footage and still photography across previous campaigns, reworked and reframed for this story. We partnered closely with an in-house animator to bring the system to life through motion, giving the work freshness and personality without the cost of a new production. The result was a full suite of assets across education (mid-funnel) and performance (lower funnel) — a cohesive system that worked across CRM, paid social, organic social and web, all pulling toward the same conversion goal.

Performance Video:

Launch Email

Sustain Email in Figma (pre—Stensul)

Display Banner Demonstration

Liverpool Channels

We also extended Peloton Rental (FaaS) into our Liverpool FC partnership communications, which meant holding two visual systems in dialogue with each other. We reworked the Rental identity to converse with the partnership language we'd developed for Liverpool, finding a balance that stayed true to both — playful enough to feel like FaaS, rigorous enough to feel like Liverpool.

Education Video:

Launch Email

Display Banners

Extending the system

The Peloton Rental campaign went live in April 2024, working across CRM, paid social, organic and web. From there, the system extended further into Peloton's annual May Promo, extending the FaaS and Liverpool visual systems into a broader sales moment. We fronted it with the player Trent Alexander-Arnold — capturing the campaign shots in a 3-minute shoot window on the back of an audio class Peloton had just recorded with him. Low lift, high relevance, and a sharper example of how the system could scale.