SoulCycle: SoulFundamentals
We’re thrilled to partner once again with our friends at SoulCycle. After the intense energy of “SoulActivate,” SoulCycle’s most athletic class to date, we’ve shifted gears entirely with our latest project. Enter “SoulFundamentals”—a new SoulCycle class designed for beginners, crafted to make the SoulCycle experience accessible, approachable, and welcoming for those stepping into the studio for the first time.
How many times have we heard, “Am I going to die?!” from those curious yet hesitant about trying SoulCycle? That’s exactly where SoulFundamentals comes in. This class is built to demystify the experience, focusing on the basics that seasoned riders may take for granted. From setting up your bike to catching the rhythm, from learning the essential moves to finding comfort on the bike, SoulFundamentals lays the groundwork for a successful ride.
With two instructors leading each session, SoulFundamentals offers a unique, hands-on approach with plenty of one-on-one interaction. It’s an immersive, supportive environment where new riders can feel seen, guided, and empowered. The goal? To open the door to SoulCycle’s transformative experience for an even wider audience, inviting everyone to discover the joy and power that SoulCycle brings.
We’re proud to introduce SoulFundamentals, a class that redefines accessibility and welcomes all to the SoulCycle community. Take a look below to see the campaign in action and get a feel for this refreshing, beginner-friendly approach.
CREDITS
CLIENT: SoulCycle
AGENCY: RIOT
DIRECTOR: Chris "MUG5" Maguire
DIRECTOR OF PHOTOGRAPHY: Zach Jopling
ASSISTANT DIRECTOR: Nastassja Simone
ASSISTANT CAMERA: James Regan
PRODUCTION ASSISTANT / DIT: Brendan Engle
GAFFER: Mark Sherman
GRIP: Ben Hunt
R/GA GAFFER: Atsushi Takoaka
R/GA LIGHTING TECH: Dana Sterling
SOUND: Matt Caulfield
HAIR MAKEUP: Katie Wedlund
STYLIST: Sam Bates
PHOTOGRAPHER: Tim Smith
CREATIVE DIRECTOR: Roxana Zegan
PRODUCER: Heather Ogletree
DIRECTOR OF VISUAL DESIGN: Chelsea Podlogar
PRODUCTION MANAGER: Geneva Peschka
VP OF DESIGN: Alan Cooke
EDITING, COLOR & FX: Chris "MUG5" Maguire
ASSISTANT EDITING: Nastassja Simone
SoulCycle: SoulFundamentals Screengrab Gallery
A small selection of screen-grabs from this film.
More fun work for SoulCycle, this time we were called in to Executive Produce / Post Produce their latest “Turn It Up” campaign film. The film was shot at the Chelsea SoulCycle studio over two days in March 2019. The film features various instructors and a plethora of great riding talent we always love working with.
Explore the Project →
As part of our creative partnership with SoulCycle, this docufilm explores Souereya’s NYC story—a journey of resilience, passion, and transformation through movement. Follow her as she guides riders to embrace strength and self-discovery in every ride.
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Laurie Cole, SoulCycle’s founding Senior Master Instructor, shares her transformative journey in this moving docufilm. Through music, resilience, and community, Laurie inspires riders to embrace their authenticity and find strength in connection.
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As part of our creative collaboration with SoulCycle, this docufilm captures Melanie’s journey of resilience and self-discovery. With a powerful message to “Be your own authority,” Melanie inspires riders to embrace authenticity and connection in every SoulCycle class.
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