AMSTERDAM, NETHERLANDS — HALAL, a leading creative production company based in Amsterdam, proudly announces its collaboration with multi-talented photographer and director Arthur Couvat for Peloton‘s highly anticipated global rebranding campaign. This collaboration marks a momentous milestone in Peloton’s quest to reshape its brand identity. With his exceptional talent and diverse skill set, Arthur has played a crucial role in revolutionizing the perception of Peloton as a fitness company that transcends age, fitness level, and income. Armed with a profound understanding of brand storytelling and artistic versatility, his involvement in the collaboration has propelled Peloton’s rebranding efforts to new heights of creativity, aligning perfectly with the company’s mission to deliver a fresh, inclusive, and engaging brand experience to a broader audience.
Arthur Couvat shared his insights on the production process, offering valuable perspectives that shaped Peloton’s global rebranding campaign. Couvat’s approach to the project was driven by his excitement about the blank canvas presented by the new rebranding, allowing him to bring his own photographic style to the campaign. He emphasized the importance of casting, which played a crucial role in capturing the authenticity and rawness of real Peloton members in their actual homes. Couvat’s commitment to portraying the genuine lives of these individuals working out at home was a central focus, ensuring the images exuded a sense of realness.
Collaborating closely with Peloton’s creative team in pre-production and on set, Arthur aimed to capture the narrative behind the workout experience, emphasizing the before, during, and after moments. Couvat found inspiration in connecting with the diverse crowd of people and their unique stories, immersing himself in the shoot to capture these moments authentically. While he humbly refrained from speaking on the audience’s response, he expressed hope that Peloton’s community would relate to and feel connected to the real stories depicted in the campaign, emphasizing the strength of the creative concept that focuses on the brand’s community.
Arthur Couvat said: “The creative and strategy behind the rebrand was about the story behind a workout, the before, during, and after workout moments. That really inspired me as it creates a narrative rather than capturing only one beautiful photo. Meeting all of these people who invited us to their homes was very inspiring, and I loved that part of the campaign, being able to connect with a diverse crowd of people with their own stories. Traveling from London to Los Angeles for two weeks was great to completely immerse myself in the shoot, which was key to capturing these moments.”
Charlotte Brugman, Senior Photography Producer at HALAL, highlighted the significance of the collaboration between HALAL, Arthur Couvat, and Peloton. She stated: “This collaboration with Peloton is remarkable because, as a Netherlands-based production house, we had the opportunity to work with this influential sports community brand not once, but three times. While Peloton is not yet active in the Netherlands, we previously assigned one of our photographers to Peloton productions without fully producing them. This was the first time we had the chance to take full control of the production from A to Z, making it the next step in our relationship with this esteemed client, and a truly special one as it involved a rebrand.”
Regarding Arthur Couvat’s suitability for the project, Charlotte explained, “Arthur Couvat proved to be the perfect photographer for this project for two reasons. Firstly, his photography style aligned perfectly with the desired aesthetic envisioned by the client. His raw documentary style, with unique dynamism in angles and effects, provided a refreshing yet genuine portrayal of Peloton users.”
“Secondly, Arthur’s work style and personality were an excellent fit for this type of production – a run-and-gun shoot that took place partially in members’ homes. He swiftly built trust with each model, allowing them to feel comfortable enough to engage in real workouts while being photographed by Arthur. Additionally, the run-and-gun nature of the shoot resulted in frequent changes in the production approach, and Arthur adeptly embraced each adjustment and made it his own,” she furthered.
