HALAL enlists Arthur Couvat for Peloton's global rebrand

HALAL, announces its collaboration with their 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, Couvat has played a crucial role in revolutionising 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, Couvat's 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 emphasised 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, emphasising 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, emphasising 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."