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.

Credits

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:

Stills Photographer & Director: Sophie Jones

Line Production: Cam Sczempka

Service Company: Polymath Productions

Edit: Search Party

Editor: Fin Melluish, Tom Herring, Ciaran Lyons, Joe Benson

Assistant Editor: Fin Scott

Post-Producer: Gem Souleyman, 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