Peloton
Cross Training Series
Peloton’s newest and most advanced equipment, powered by Peloton IQ, with three updated hero products, is designed to move with you for the ultimate workout experience.
A new era of fitness.
To celebrate the pro series, FutureDeluxe produced a comprehensive 360 global campaign, spanning stills and motion across digital, social, TV and out-of-home to demonstrate how effortlessly you can mix up your fitness routine.
From cinematic hero films to social cutdowns, we created a seamless visual language that celebrated innovation, energy and confidence.
Photography
Working closely with the incredible Sophie Jones, we crafted a bold, expressive visual language that captures the raw power, emotion, and rhythm of performance. Each image was designed to celebrate real movement, balancing graphic minimalism with human intensity.
A striking, movement-driven body of work that took over Times Square, alongside a global OOH campaign.
Research and Development
Set Design
We designed and built a futuristic, minimal set that placed movement and light at the heart of the story. The environment was shaped by a fully bespoke softbox structure, engineered to create seamless, sculptural light across the space.
Moving light rigs allowed us to choreograph illumination dynamically around each athlete, shifting tone, direction, and emotion in real time. The result is a clean, architectural world that feels both hyper-modern and human, echoing Peloton’s fusion of technology, performance, and design.
Trinity Rigs and Probe Lenses
To bring the energy and rhythm of the athletes to life, we used Trinity rigs and probe lenses throughout the shoot, allowing the camera to flow seamlessly around the talent with precision and intensity. We had the privilege to work with Yoshi, the amazing camera operator.
This setup gave us the freedom to move dynamically within the space, capturing every motion from immersive, unconventional angles. The result is a film that feels alive, kinetic, and deeply connected to the performance — amplifying the sense of power and momentum at the core of Peloton’s new era.
Custom Lighting
We developed a lighting technique to introduce a unique scanning motion throughout the film to represent Peloton’s latest IQ technology.
CG Experiments
Our approach combined detailed macro close-ups with sweeping, drone-inspired shots, allowing intricate product details to come into view whilst creating a sense of scale and discovery through fluid, dynamic camera movement. By experimenting with unconventional angles and compositions, fresh perspectives were uncovered that brought energy and life to the product imagery.
We designed our CG lighting to emphasise texture and materiality while seamlessly integrating with our live-action footage. This ensured a cohesive, cinematic aesthetic that elevated the product visually and reinforced the campaign’s overall visual identity.
Designed, Directed and Produced by FutureDeluxe
Live Action Director and Executive Creative Director: Raj Davsi
Creative Director: Kristian Glenn
Technical Director: Nick Scarcella
Art Director: Martin Cusano
Executive Producer: Maria Hanafy
Senior Producer: Georgie Patching, Tiffany Brathwaite, Doireann de Buitléar
Design & Animation: Stevie Rees, Tamas Arpadi, Vincentiu Solomon, Husni Wahab, Liam Henderson, Sasha Gudkova, Joey Phinn, James Primhak, Jake Wyand, Steven Dvornik, Nick Bauer, Tamas Arpadi
Retouching: Steve Barwise, Marianna Peroulaki
Storyboard Artist: Sylvie Minois
Previz: Nacho Conesa
AE UI: Seth De Silva
Modellers: Ben Pilgrim, Alex Whyles, David Rencsenyi
Live Action:
DOP: Violet Smith
Stills Photographer & Director: Sophie Jones
Line Production: Cam Sczempka
Service Company: Polymath Productions
Edit: Search Party
Editor: Fin Melluish
Editor: Tom Herring
Editor: Ciaran Lyons
Editor: Joe Benson
Assistant Editor: Fin Scott
Post-Producer: Gem Souleyman
Post-Producer: Sara Nouman
Colour & Audio: Harbor Picture Company
Colourist: Alex Gregory
Head of Colour Production: Charlie Morris
Colour Producer: Sarah Banks
Sound Design & Mix: Rachel Scott & Tom Keats
Additional Sound Design: Chris Southwell
Audio Producer: Ornela Peka
Executive Producer, Audio: Savannah King
Post Production/VFX: Daydreamer
Shoot Supervisor: Peter Rypstra
Executive Creative Director: Peter Rypstra
2D Leads: Polly Gwinnett, Peter Rypstra
2D Artists: Milo Paterson, Brad Wood, Matt Reilly, Ozgur Taparli, Turker Turncer, Paul Wratten
After Effects: Dave Haupt
Executive VFX Producers: Freya Hewett, Chris Allen
VFX Producer: Katie Gillard
Live Action Stills Retouching: INK