ready when you are

As the copy director at Peloton, I oversaw dozens of acquisition and retention campaigns, the launch of the Peloton Tread, the UK launch of the brand, and a delightful pair of “his and hers” holiday TV spots.

My first project at the company was to develop the brand voice. The result: A 100-page guide to what Peloton sounds like across three products, three continents, a website, blog, user manuals and more.

As head of a team that grew from one freelancer to four full-time copywriters and a copyeditor, I directed my talented writers on projects that encompassed product features, UI redesigns, member promotions and initiatives, training programs, studio launches, product launches, international brand launches, product videos and much more.

Of the many projects I worked on, I'm most proud of the product videos for the Peloton Bike (below) and Peloton Tread. I helped to concept, pitch and oversee production of these videos alongside my VP of creative and design director partner. The videos were designed to move viewers through the consideration phase of the products and convince them that when they purchase a Bike or Tread, they are not just buying a piece of hardware, but joining a movement.