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    TiNY, Director Evan Silver Tee Up Laughs For American Century Investments

    By SHOOTNo Comments215 Views

    TiNY, a new micro creative agency co-founded by industry veterans Tom Christmann, Mike Rovner, and Michael Stoopack, has launched its first major campaign for American Century Investments. It debuted during the recent American Century Championship celebrity golf tournament on The Golf Channel and NBC. American Century Investments has been the title sponsor of the American Century Championship since 1999.

    The campaign highlights the unique value proposition of American Century: over 40% of the firm’s profits fund life-changing medical research at the Stowers Institute for Medical Research aimed at defeating life-threatening diseases. The campaign mix includes this comedy spot, “What the Putts,” directed by Evan Silver via production company Reform School. Silver is an alum of SHOOT’s 2007 New Directors Showcase.

    Credits

    Client American Century Investments Agency TiNY Mike Rovner, Tom Christmann, partners/chief creative officers; Michael Stoopack, partner/president. Production Company Reform School Evan Silver, director; Ryan Ennis, exec producer; Aaron Rosenbloom, producer; Doug Chamberlain, cinematographer; Shauna Wilcox, production designer; Jabu Brown, assistant director. Editorial KYLE NYC Tina Mintus, editor/VFX. Lead Actor Randy McDowell, male putter

    Genre:Comedy
    Media Type:Commercial: Television
    Video Tags:Evan SilverReform SchoolTiNY

    Quality Experience, Director Aube Perrie, The Mill NY Work Out The Future of Fitness For Tonal

    Thursday, November 14, 2024

    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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