Peloton Skeptics
👨🏾🦲 Art Direction 👨🏾🦲 Design 👨🏾🦲 Art Direction 👨🏾🦲 Design 👨🏾🦲 Art Direction 👨🏾🦲 Design 👨🏾🦲 Art Direction 👨🏾🦲 Design
How do you win over the sceptics? By letting them speak first.
Peloton’s “Skeptics” campaign turned the doubts and dismissive takes people had about the brand into the very material of the work. Headlines pulled straight from cynics were set against longer, heartfelt testimonials from real riders ~ showing how quickly doubt can flip into devotion once you try it.
The visual approach leaned into stark contrasts: short, sharp negativity blown up in unexpected environments, followed by honest, personal reflections that revealed the transformative impact of Peloton.
As Art Director, I worked closely with the ECD, Creative and Design team at Stink Studios London. I oversaw the art direction, while also contributing to the design and final formatting of key campaign layouts.
Stink Studios - London
development
statics
new york city placements
times square
ts7160
del mastro
westfield
print placements
the new york times & wall street journal
static
