Connection With a Dash of Competition
Launched during the holiday season, Mekanism came to us with a script made for Covid times. The proposal: to showcase that Peloton enables us to have some semblance of normalcy despite the wild ride that 2020 was. And what better way to depict normalcy than with a little sibling rivalry? After all, a sibling rivalry never hurt nobody… unless you’re Mufasa.
After dozens of castings, we finally landed on the perfect real-life siblings to play the leads. Since the campaign was rooted in using various social channels to communicate, the key was that it had to feel authentically user-generated.
Filmed entirely on an iPhone 11, we built a rig around the phone that the talent would use to shoot “their own” content. The sister leaves voicemails teasing her brother, the brother texts taunts back, the sister sends gag gifts opened over FaceTime. We then layered on a graphics system of tiled typography, UI-driven elements, and platform-specific animations, and bam. Ready, set, go get that holiday spirit.