Peloton × F1 × Sphere, Las Vegas Adaptation & Sphere Production — Daffy London / Juan Pablo Caballero (Arthur & the Gentleman)

As Arthur, under the banner of Arthur and the Gentleman, I was brought in to adapt the existing Peloton campaign — originally directed by Raj Davsi at Future Deluxe — for one of the most technically and perceptually demanding screens on the planet: the Las Vegas Sphere.

Our 60 spot played to millions around the world during the F1 event December 2025.

The project was commissioned through Rohtau, Jordi Bares' studio, for Maximilian Hoch at Sphere Entertainment Co.

Adaptation at this scale is its own discipline. The Sphere isn't a screen you repurpose content for — it's a volume you think inside. Content placement zones, brightness ceilings, the physics of polar distortion toward the crown, movement velocity calibrated against a surface so vast that a logo shift of millimetres reads as metres in the real world. The geometry of the thing demands a different kind of spatial thinking — less post production, more architecture. We built a quad-mapped animatic directly onto a 3D Sphere model, splitting the surface into viewport zones keyed to specific hotels: the Venetian, the Wynn, the Embassy, the Holiday Inn. Four different audiences, four different sight lines, one coherent piece of content engineered to hold across all of them.

The creative proposition was a seven-beat arc — silhouettes emerging from dark, product portraits, heatmap energy consuming the frame, and the PELOTON wordmark blooming out of gradient colour like something the building had been holding back. The kind of thing you want people racing to get their phones out for. Not because it's loud. Because it earns the scale.

The result was Peloton, colossal and still. Exactly as it should be.

I want to double back on my thanks to the director Raj Davsi for filming such beautiful work, it fell onto that sphere effortlessly, and to Jordi, my friend, for trusting me with the biggest LED screen in the world!

PRODUCTION
Jordi Bares
Josh King
Denise Flavell
Christian Tailor

SPECIAL THANKS
N'Gor Jx
for stepping in, to fill in the gaps, to be on the Sphere!

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Daffy / Claude notes

I believe in positive projection and manifestation. And when AI first joined us formally in 2023 via Photoshop Generative Fill, I put Tutt Jones' image on the Sphere. It was an aspirational moment of fortune, and dreams. In the 5 minutes of the video MANIC EPISODE - 360 up to now we'd witnessed his story, his past, and his mental illness strains as a result, incarnated through metaphor (via a batch scripted Generative Fill on the 4k cropped fisheye lenses).
and so before his final music video showdown, we ping into the future on a long rubber band, A future where Tutt was playing at the best venue on the planet. Cheeky!

Well Tutt I got some pixels up there, and I prey it's your turn next.