Peloton

The Brief

Peloton wanted to connect with a wider audience by celebrating real, relatable fitness stories - especially from voices often overlooked in traditional wellness narratives. This campaign centered around Candice Brathwaite, bestselling author and body positivity advocate, to explore how movement supports mental strength, balance, and self-worth. The challenge: create a film that felt as personal and grounded as it was powerful.

Our Approach

The first step was finding the right director and Daisy Gaston felt like the perfect fit. It was crucial that Candice’s story was told with authenticity and care, and Daisy connected deeply with many aspects of her life.

From a production perspective, we needed to strike a balance between intimacy and cinematic polish. We knew that creating a space where Candice felt comfortable and seen would be key to capturing her vulnerability, humour, and strength. Shooting in her home brought a real sense of authenticity to the piece and allowed Candice to be her true self on camera.

While the space was tight and recces weren’t possible, these constraints actually worked in our favour - encouraging a stripped-back, observational style that made the film feel more honest and fly-on-the-wall. With careful planning, flexibility, and open communication between Lowkey, Peloton, and Candice’s team, we leaned into the intimacy of the setup and let it shape the tone of the film in all the right ways.

We built a nimble, predominantly female-led crew around Candice to ensure the set felt safe, collaborative, and affirming. The visual approach blended natural light, handheld movement, and thoughtful framing to reflect the emotional tone of the piece while staying true to Peloton’s elevated brand aesthetic. From dynamic moments of movement to quiet reflections, we kept the focus where it belonged: on Candice.

The result is a film that goes beyond workout motivation - a portrait of resilience, joy, and the evolving relationship between movement and self-love. A piece that reflects Peloton’s shifting narrative: less about performance, more about the person.

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