Guiding the team with a brief grounded in the phrase of “We See You” as our strategic principle, the quote evolved into the foundation of our campaign where the creative team turned it into magic.

Making sure to manage the narrative with the temperament of the current events, tone, and opportunity, we delivered a sentimental and celebratory tribute to celebrate our Black members to make them feel recognized, encouraged, and excited to continue showing up and showing out on Peloton.