Peloton
2026
Peloton was on an evolutionary bounce beyond being “that Covid bike company.” I joined the company to give copy and brand voice the structural apparatus they needed for the brand to talk about that bounce.
ROLE Snr. Creative Director • Voice & Copy
Voice
Defined a new voice at Peloton based around their new, more joyful marketing approach – more about empowering people to find the fun, rather than shouting at them to embrace the suck.
Business Unusual
Created a new standard for ‘business as usual’ copy within the marketing department with the Peloton Writer’s Guide to Unusual Copy.
Future proofing
Integrated AI into copy workflows, while helping the writing team learn how to produce more cheaply time and effort-wise. Helped build modular comms for promo and lifecycle marketing using AI tools and partners.
Future proofing
Let yourself run
Led Peloton’s first running platform creative development from brand book to race day activations. We kicked things off by celebrating the world’s biggest run club by name on the finish line at Boston.
Led Peloton’s first running platform creative development from brand book to race day activations. We kicked things off by celebrating the world’s biggest run club by name on the finish line at Boston.
VID CREDIT @ThisIowaMom on Instagram
Mini campaigns
Created ‘Franchises’ as a brand focused push to elevate evergreen/BAU assets throughout promo, retail, apparel, content, and brand.
Let yourself run
VID CREDIT @ThisIowaMom on Instagram
