Sound by SoulCycle - LA 2019
True to its DNA, SoulCycle disrupted the fitness, health and wellness industry with its newly unveiled Sound by SoulCycle program – an unprecedented series of concert-meets-ride experiences that brings the world’s most exciting artists to fans across the country to transform their mind, body and soul.
Alongside SoulCycle’s brand new Media division, my team and I were tapped to develop a fresh program visual identity, design a custom traveling activation ‘set’ to hit the road for the long haul, and conceptualize an all-encompassing campaign narrative that would not only fuel SoulCycle loyalists but also appeal to audiences and music lovers alike.
Our message: SoulCycle was the place for all Souls to find their sanctuary through music on or off the bike, in or out of the studio.
Project Details
Former Master Instructor, Angela Davis, and GRAMMY award-winning artist, Ciara, performed a full live set to 48 riders while 500 invited guests cheered on and leveled up
An LED-lit tunnel entrance emblazoned with All Souls Welcome facilitated the first in a series of social-worthy vignettes throughout the space
A massive 36’ wide SoulCycle wheel stage highlighted and housed choreographed instructors, two musical acts, and opening remarks from the CEO
Organic sponsorship elements included a 4-sided Ketel One Botanical bar, FIJI Water VIP sections, and a Nordstrom x SoulCycle merchandise shop
Project Contributions
Lead Creative Strategist, participating in the pitch to win the business alongside agency Co-Founders
Account Lead, as day-to-day liaison between agency and client; owner of all mission critical documents
Copywriter, from proposal through to on-site consumer messaging
Sponsorship Manager, representing the event production function on behalf of SoulCycle
Web Development Project Manager, managing web developer and creation timelines for custom microsite with internal teams
