At Peloton, highlighting the strength of their community anchored their brand essence of “unlocking human power”. To express this with an emotional connection, we crafted Member Stories to spotlight the voices within the community. Across the campaign. I led brand storytelling from concept to execution for their UK campaigns and interviewed participants to bring their stories to life.

Working with the Author, Candice Brathwaite, on this part of the project, I shaped her story to perform across social media. Increasing social interactions for the brand, this project strengthened brand loyalty and engagement, resonated with Peloton’s core audience, and reinforced its premium positioning with community-driven narratives.

Creative execution:

• Content Strategy & Concepting: Worked with the US creative team to evolve a storytelling framework for the international markets and shaped how Peloton showcases real user experiences.

• Video Production & Interviews: Cast and led on-screen interviews to craft compelling member stories.

• Social & Digital Copy: Wrote video scripts, interview recaps, and supporting email and social content.

Impact:

• Strengthened Peloton’s brand authenticity by centering real voices.

• Crafted relatable, high-impact storytelling that resonated with both existing & new audiences.

• Reinforced Peloton’s brand positioning as a community-first, high-performance, and premium fitness service.