ECD Raj Davsi and the FutureDeluxe crew join forces with London photographer/director Sophie Jones for an assertive CG/live-action film showcasing Peloton’s newest gear and its AI-powered coaching system, Peloton IQ.

From FutureDeluxe: “Working closely with the incredible Sophie Jones, we crafted a bold, expressive visual language that captures the raw power, emotion, and rhythm of performance. Each image was designed to celebrate real movement, balancing graphic minimalism with human intensity.

“By experimenting with macro close-ups and drone-inspired perspectives, the team explored both the intricate detail of Peloton’s design and the vast sense of energy in motion.
 

“Each image was designed to celebrate real movement, balancing graphic minimalism with human intensity.”

 
“Moving light rigs allowed us to choreograph illumination dynamically around each athlete, shifting tone, direction, and emotion in real time. The result is a clean, architectural world that feels both hyper-modern and human, echoing Peloton’s fusion of technology, performance, and design.

“To bring the energy and rhythm of the athletes to life, we also used Trinity hybrid camera stabilizer rigs and probe lenses throughout the shoot, allowing the camera to flow seamlessly around the talent with precision and intensity.

“This setup gave us the freedom to move dynamically within the space, capturing every motion from immersive, unconventional angles. The result is a film that feels alive, kinetic, and deeply connected to the performance — amplifying the sense of power and momentum at the core of Peloton’s new era.

“We designed our CG lighting to emphasize texture and materiality while seamlessly integrating with our live-action footage. This ensured a cohesive, cinematic aesthetic that elevated the product visually and reinforced the campaign’s overall visual identity.”

Watch the R&D reel:
 

 
 

 
Client: Peloton

Production: FutureDeluxe
Live Action Director/ECD: Raj Davsi
EP: Maria Hanafy
CD: Kristian Glenn
Technical Director: Nick Scarcella
Art Director: Martin Cusano
Senior Producer: Georgie Patching, Tiffany Brathwaite, Doireann de Buitléar
Designer/Animator: Stevie Rees, Tamas Arpadi, Vincentiu Solomon, Husni Wahab, Liam Henderson, Sasha Gudkova, Joey Phinn, James Primhak, Jake Wyand, Steven Dvornik, Nick Bauer, Tamas Arpadi
Retoucher: Steve Barwise, Marianna Peroulaki
Storyboard Artist: Sylvie Minois
Previz: Nacho Conesa
AE UI: Seth De Silva
Modelers: Ben Pilgrim, Alex Whyles, David Rencsenyi
Stills Photographer/director: Sophie Jones
Line Production: Cam Sczempka

Post Production/VFX: Daydreamer
Shoot Supervisor: Peter Rypstra
ECD: Peter Rypstra
2D Lead: Polly Gwinnett, Peter Rypstra
2D Artist: Milo Paterson, Brad Wood, Matt Reilly, Ozgur Taparli, Turker Turncer, Paul Wratten
After Effects: Dave Haupt
Executive VFX Producer: Freya Hewett, Chris Allen
VFX Producer: Katie Gillard

Service Company: Polymath Productions

Edit: Search Party
Editor: Fin Melluish, Tom Herring, Ciaran Lyons, Joe Benson
Assistant Editor: Fin Scott
Post-Producer: Gem Souleyman, Sara Nouman

Live Action Stills Retouching: INK

Color/Audio: Harbor Picture Company
Colorist: Alex Gregory
Head of Color Production: Charlie Morris
Color Producer: Sarah Banks

Sound Designer/Mix: Rachel Scott, Tom Keats
Additional Sound Design: Chris Southwell
Audio Producer: Ornela Peka
EP, Audio: Savannah King