THE COOLDOWN REBRAND
In 2020 I led the rebrand of what was formerly Peloton’s ‘Year in Review’ - not the catchiest name going. When you ride with Peloton we call the time after a class a ‘Cooldown’, which is a time to reflect and respect the workout you just completed. This seemed like the perfect name for the program moving forward, with an impactful branding approach that is more memorable than Y.I.R and has its own unique look and feel distinct from the Peloton master brand.
Role: Brand Creative Director
Peloton creative team with help from Stink Studios on the dynamic video.
DYNAMIC SHAREABLE VIDEO
The website played back the user’s stats for the year in a fun and infographic-led manner, which was carried over to a dynamic video that could be exported directly from the website that you could share with family and friends.
EACH JOURNEY IS UNIQUE
Joe’s ‘Cooldown’ was a bit of lighthearted fun created by Stink Studios who we worked with to create the dynamic video portion of the campaign. Joe was elected in the middle of it, so it made sense.
ACQUISITION ADVERTISING
While ‘The Cooldown’ is essentially a member-focused program that helps keep Peloton members motivated and working out together - we also wanted to draw in prospects with fun and factual snippets of just how far the Peloton community has gone together. These ads played across social and drove prospects to a ‘guest’ version of the website so they could get a taste of what they were missing, and drive sign-ups to the app.
