Jackie (Frere) Grossman
Break Dancing "Launch"
Timed around April Fools and the announcement of breakdancing’s addition to the Olympics, the concept leveraged Peloton instructors to tease a surprise new discipline — blending cultural relevance with playful misdirection (and surprise!).
Peloton Video Content
Solution
The final solution was a short-form video concept filmed by four instructors in their own studios. We used a lightweight script designed for speed and authenticity. Launched across TikTok and Instagram, the content became the most-engaged organic Instagram video in Peloton’s fiscal year.
Process
–Partnered closely with design to build a clear, instructor-friendly pitch deck outlining the concept, expectations, and minimal lift
–Identified and pitched 10 instructors, evaluating availability, on-camera presence, and cultural fluency
–Narrowed to a final group of five instructors best suited for fast, social-native execution
–Collaborated cross-functionally to streamline approvals and enable rapid turnaround
Challenge
Peloton needed to better utilize its instructors as cultural tastemakers for time-sensitive, trend-driven social content. The challenge was introducing a brand-new social team and workflow while getting instructor buy-in for quick-turn content — without adding meaningful time or friction to their schedules.
Industry
Fitness & Health
Brand
Peloton
Key Information