We are not alone in our strength. When we need it most, we draw inspiration from outside sources: from people, places, moments, and experiences that define who we are and let us tell our full story. At the core of this idea was putting Peloton instructors and Queen Bey on the same level - and drawing a connection with where they look for empowerment. We did this by spotlighting various instructors from the platform, learning about sources of empowerment, and visualizing that with content that inspires Beyoncé’s superpowers.
We worked with Peloton to create a visual language that was a collage in motion. We devised a constant movement on the X-axis inspired by the idea of looking deeper into oneself for inspiration. An infinite content stream weaves inspirational sources from Beyonce and the Peloton instructors. Stylized footage of both artists: Beyonce and Peloton instructors, is contrasted with other imagery that supports their inspiration in their quest for empowerment. Bey’s music, of course, reigned throughout.
Can a celebrity series help create a lifestyle brand out of a fit-tech company?
Beyoncé and her music have become a cultural symbol of self-empowerment.
Help viewers authentically feel a taste of what it's like to take a class with Bey and be part of her lifestyle movement.
Our work helped validate core brand messaging by creating connective tissue between the Peloton brand and Beyoncé’s lifestyle movement.