Boss said to sell bikes and treadmills for the holiday.

With conversion top of mind, we wanted to build a campaign that was highly visual, inspiring, and immediately clear on the benefits of the product. The strategic insight driving this effort was the notion that the holidays are a time synonymous with joy, connection, and togetherness—yet they’re often framed around indulgence and relaxation. I saw an opportunity to reframe this narrative, showcasing how Peloton could become the centerpiece of holiday joy—but through the lens of fitness and shared achievement.

Briefing the team through this perspective, we connected Peloton's offering to an unexpected angle: the gift of health and community. With a complex matrix of messaging rooted in this insight, we delivered a campaign that resonated deeply with audiences, blending the emotional warmth of the season with aspirational, tangible benefits.

The results spoke for themselves: Peloton’s best-performing digital holiday campaign to date and a record for most Treads sold in a single weekend.