SoulCycle
Worked directly under Director, Lauren Sick, and Producer, Diana Frame, developing Soul Cycle’s brand positioning and on-site shoot assistance.
SoulCycle
Brief: “Develop a large asset library under the umbrella of “the ultimate mind-body-soul experience” that we can use for a variety of SoulCycle projects, and that will support a robust performance marketing testing program. The library should include a graphic versioning toolkit so we can create our own CTA-specific assets later.”
Objective:
Acquire and convert new riders
Build brand heat with exciting, energy filled creative
Educate on our signature Soul Cycle experience
A diverse asset library for testing and optimisation
Brand positioning: We move people to move the world.
Manifesto: SoulCycle is more than just a workout. It’s a sanctuary. A space where you can come as you are and celebrate who you are. To work through whatever struggles you are facing that day and emerge feeling stronger and inspired. The thousands of tiny miracles that happen during this experience amount to more than just calories burned or muscles worked. Because moving your body and working your mind changes your soul.
Key learnings (performance marketing):
Localized assets perform better - we see higher performance when local studios / instructors are featured in creative.
As NYC and London are focus markets for us, we’ll prioritize instructors from these markets in our shoot.
Showing in-studio action
Romanticise the class experience.
Early ‘visual’ hook with immediate action and quick cuts
High energy footage with an elegant, fast edit.
Real faces looking at the camera and emotions perform better
Make sure to capture content which focuses specifically on these components.
In Studio Photography Shoot
Images should always project joy, whether on the bike or off. It should never be forced or cheesy. These moments should feel natural and genuine. Real people, real expressions. Image should show movement- hair flips, sweat flying, people clapping. Be mindful of images that feel too intense - not Soul Cylce. We work hard but have fun doing it. Movement, authenticity and intimacy are key elements of these types of imagery.
Joy: Generous and Joyful Energy: We empathize, listen, and give with all our hearts—leaving you happier every time.
Community: All Souls Welcome - We’re a safe space where people can come as they are to celebrate who they are and be inspired to achieve their potential.
Inspiration: Inventive Spirit - When you ride, you’re on a journey to reinvent yourself. You’re digging deeper, emerging stronger. As a community, we work together to discover what’s possible—within our studios and beyond.
On Bike Art Direction
What we need: candid joy, nothing overly posed, intensity (not struggling, focused), celebration, intstructor and rider interaction, group shots (power of the team)
Instructors: should feel heroic but charismatic and inviting, capture movement
The pack / group: diverse community riding together, interacting, making soul cycle feel fun, not intimidating
Lighting: a dark room but with riders highlights, colours used as a highlight not an overall treatment