A video that runs on www.want2bsquare.org, which promotes Scion’s square-shaped xB, shows small square-headed figures in a Romanian mental hospital. The key to the production was shooting the small headed images which was done with prosthetics and CG elements. The actors’ natural heads were painted out and replaced with the real background taken from a plate shot, and facial features were added in post production with CG.
Agency: ATTIK Group Creative Director: Simon Needham; Creative Director: Wayne Hanson; Copywriter: Andrew Beach; Account Director: Charlie Adams; Senior Producer: Michele Morris; Producer: Jay Cortez Production Company: Outsider USA Director: James Rouse; Director of Photography: Simon Chaudoir; Executive Producer: Jonathan Ker; Line Producer: Gareth Francis; Foreign Production Service Company: Moonlighting (Romania) Editorial: Cake Editor Bob Mori; Editorial Assistant: Brian James; Executive Producer: Tatiana Derovanessian; Producer: Patty Gaskey
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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