“Anyone. Anywhere.” is an anthemic film that gives Peloton a complete overhaul, repositioning the brand as a leader in wellness software. From the casting to the music to the visual aesthetic to the fitness levels portrayed, the spot is for everyone, flipping the script on what had come before and celebrating the imperfections and realities of normal people.

Peloton is the leader in connected fitness and has historically targeted fitness enthusiasts with expensive bikes. To continue to grow, Peloton needed to:

1. Expand its appeal amongst a wider, mainstream audience who seek approachable, accessible, and entertaining workouts.

2. Move beyond hardware and focus on the Fitness App space to better serve this audience.

In the film, we see a series of vignettes showing a diverse range of fitness enthusiasts - from beginners to more seasoned athletes, working out in a variety of ways. The film conveys multiple locations and workouts that reflect the many ways which users can use the Peloton app. We see the characters able to push themselves with the help of the brand’s instructor led class content.

Peloton launched a free version of its Fitness App to help expand its appeal among a broader mainstream audience. However, this new audience often thinks of Peloton as an expensive hardware company for fitness enthusiasts. Our challenge was to change this perception and attract new members to sign-up to the app.

The casting process - traditional auditions and callbacks - yielded genuine on-screen representation due to the unique backgrounds of each talent and represented the different communities, fitness levels and age groups found on Peloton. As a prerequisite, we sought individuals who actively exercised - such as runners, boxers or swimmers - but who weren't stereotypical, toned athletes. Priority went to authentic, memorable, and diverse individuals who were gaining strength as part of a wider goal – for example, after an illness, or to lose weight or as part of a midlife crisis.