“F*ck It, Let’s Ride”
When the world shut down during COVID 19, boutique fitness brands were hit hard, and SoulCycle was no exception. With studios closed and at home workouts becoming the norm, the brand faced a critical challenge, how to reignite the emotional pull of the in studio experience and bring riders back.
Partnering with VCCP New York, Cardboard Spaceship was brought on as the full service production company to help launch a bold, unapologetic comeback campaign, “F*ck It, Let’s Ride.”
The Challenge: Creating a Comeback
SoulCycle is not just a workout, it is a feeling. During the pandemic, that feeling faded. Riders replaced high energy, communal classes with solitary, at home routines. The brand needed more than awareness, it needed a cultural reset, a visceral reminder of what people had been missing.
Insights revealed a clear truth, people had not stopped caring about SoulCycle, they had simply forgotten the magic of it.
The idea for the campaign was not subtle, it was intentional. “F*ck It, Let’s Ride” became a rallying cry, a rejection of hesitation, a push back into joy, movement, and shared experience.
It reframed fitness not as obligation, but as release, rebellion, and connection, capturing SoulCycle’s signature intensity and attitude.
Our Role
Cardboard Spaceship led full service video production, translating the campaign’s emotional core into a high impact visual experience.
Our scope included:
- Creative collaboration with agency and client
- Production design and visual development
- Cinematic lighting and high energy choreography capture
- Post production, editing, and finishing
The goal was not just to document SoulCycle, it was to bottle its energy and make it contagious on screen.