As gyms and live music paused in 2020, audiences turned to at-home experiences for connection and energy. Verzuz was redefining cultural engagement with live, head-to-head music battles. Peloton’s challenge: translate that cultural rivalry into a fitness format that felt competitive, communal, and electric.

We launched Peloton Verzuz, a year-long collaboration that transformed legendary music battles into immersive fitness experiences. From themed classes and exclusive playlists to community challenges, we brought Verzuz into every modality: rides, runs, strength, and bootcamps. Members could sweat, celebrate, and choose sides on the custom leaderboard tags that amplified the “rivalry,” allowing members to rep their favorite artist while Peloton tallied participation and crowned a monthly community champion.

I led the creative narrative for the Peloton Verzuz partnership, shaping the campaign’s voice and visual identity across a year-long rollout spanning product, social, and instructor-led content. I ensured the experience felt cohesive, authentic, and culturally grounded. In collaboration with Director X, I developed the visual art direction and design for the launch film.