Peloton

Client
Peloton (Concept)

Project
Advertising Campaign

Role
Designer
Art Director

Team
Gyesang Jeon, Kyles Ho, Hannah Vo

Pitch deck
Link

Award
Second Place Winner, Peloton Ad Campaign Competition (2025)

Description

As part of Humber’s annual competition, my team and I developed an integrated campaign that reintroduced Peloton as more than just a fitness trend — but as a way to build a healthier relationship with yourself.

Our insight: many people struggle with their inner critic, making fitness feel intimidating instead of empowering.
Our solution: a campaign built around “Breaking up with your worst critic.”

Key elements included:

• Tagline: “Move On with Peloton.”
• #LikeYourself Challenge: a social campaign where users sang breakup anthems while working out, then validated themselves with a self-like.
• OOH Concepts: breakup-lyric billboards targeting self-criticism.
• Ambient Activation: a karaoke booth powered by Peloton equipment, turning self-love into a shared experience.

We timed the campaign launch for January (New Year’s resolution season) to maximize impact. The project earned Second Place, recognized for creativity, cultural insight, and alignment with Peloton’s brand ethos: Together We Go Far.

The competition was briefed and judged by Zulu Alpha Kilo, one of Toronto’s leading independent ad agencies, known for bold, unconventional campaigns with major North American brands. We also had the opportunity to present our work at their Toronto office, alongside other student teams and professors..