Re: Wheelhouse Tour

  Work x  
Peloton
Creative Lead + Copywriter (David Butler), Design (Joyce Chiang), Production (Jordan Kunis & Spencer Martin)
THE ASK: Peloton invented a category by bringing boutique fitness classes into people’s homes. But when some thing is so new, how do you convince people they need a $2.5K spinning bike?
OUR SOLUTION: To help fitness devotees picture a Peloton in their own lives, we helped them picture it in their home.
 
Our mobile showroom was deliberately designed to feel like a pair of relatable living rooms, supporting our message of 'studio cycling classes on your terms, in your home'.
 
MY ROLE:
  • Developed, pitched, and sold the concepts/executions
  • Oversaw execution to maintain creative vision
David Butler

These mobile living rooms rolled out to 9 cities for 27 mini-events

what dis?
David Butler

We didn't think anyone would impulse buy a $2K bike. 72 bikes later, we were clearly wrong

and dis?
David Butler

During our run, we notched 10K+ new Instagram followers for Peloton

ppl liked?
David Butler

We flew out their celeb instructors to lead classes and hobnob with fans

who dat?
David Butler

People wrote a lot of nice stuff (and surprisingly didn't draw a single lewd thing)

uh-oh, what'd they draw?
¯\_(ツ)_/¯