SOCIAL:
#movelikeaboxer

This was my last project at Peloton, where we wanted to reach out to a younger audience for the Peloton App and draw them in on a channel which we weren’t a very big presence on yet. Creating a dancing challenge seemed a bit too obvious for TikTok, but we came up with the idea to showcase our new discipline of boxing and began our search for the influencers and TikTok stars that could help us generate buzz for this campaign. Michael Le (@justmaiko) has 51.5 million followers on the platform and is passionate about boxing. We teamed him up with Kendall (our star boxing instructor) for a simple yet catchy boxing challenge to get the word out around the fun offerings and 2 months free of the Peloton app, in a way that didn’t seem like an ad and felt authentic to the young TikTok audience. As a bonus, I pushed for a fresh new track by Tiesto to help add a little rhythmic motivation.

Role: Brand Creative Director
Agency: Firstborn