“Lexus Elevate” is an immersive 360-degree film experience using the Samsung Gear VR + Samsung Galaxy S6 that tells the story of why pro cyclist Christian Vande Velde loves the sport.
Anrick Bregman of Unit9 directed the short, creating it with Team One executive creative director Alastair Green and a full agency creative ensemble. “Elevate” puts viewers in the mind and saddle of a world-class cyclist.
Client Lexus Agency Team One Alastair Green, executive creative director, executive producer; Sam Walsh, executive producer; Chris Graves, chief creative officer/executive producer; Tiffany Otoya, Kristen Little, producers; Mike Rozycki, copywriter; Quoc Lu, art director; Lucia Matioli, designer. Production Unit9 Films Anrick Bregman, director; Michelle Craig, exec producer; Rory Mathieson, producer; Alexis Celic, line producer; Carl Burke, DP; Joff Harris, VR technician. Production Cathy Lee, Steve Jett, executive producers. Jess Feavel, alt. line producer; Greg Orselli, location manager; Nick Favorite, production assistant/driver; Jackie Bryan, DIT; Marcus Punter-Bradshaw, lead compositor; Jakub Wesolowski, Stefano Pasoti, Zlaten Del Castillo, Preite Davide, compositors; Eric Schockmel, title design. Editorial Joe Randall-Cutler, editor. Music/Sound Design Plan8
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
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