San Diego Chargers’ defender Shawne Merriman and St. Louis Rams’ running back Steven Jackson are shown doing their thing on the gridiron in what seems like one continuous take–but the action spans different stadiums, different opposing teams, different types of weather and different times of day.
Credits
Agency: Wieden+Kennedy | Portland Steve Luker, Jelly Helm, executive creative directors; Alberto Ponte, creative director/copywriter; Jeff Williams, creative director; Ari Weiss, copywriter; Ryan O’Rourke, art director; Ben Grylewicz, executive producer; Kevin Diller, producer. Production Company: Alturas Films Michael Mann, director; Marshall Rawlings, executive producer; Leslie Vaughn, producer; Mario Fiore, DP. Editorial: Spot Welders Inc. Haines Hall, editor. Visual Effects: Asylum Visual Effects Elissa Bello, 2D roto supervisor; Eric Evans, James Lee; 2D roto/compositors; Michael Liv, Huey Carroll, Meredith Hook, Junnko Schugardt, Mark Duckworth, Laura Murillo, 2D roto artists; Jeff Werner, CG producer; Sean Faden, CG supervisor/Particle FX; Dan Smiczek, Houdini effects/Massive animator; Scott Smith, animator; Kevin Culhane, animator;rigger; Jeff Willette, Denis Gauthier, lighting TDs; Rob Stuaffer, lighter; Chad Fehmie, Toshihiro Sakamaki, Scott Brust, Greg Stahl, modelers; Michael
Screenwork Type:Top Spot
Quality Experience, Director Aube Perrie, The Mill NY Work Out The Future of Fitness For Tonal
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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