This multi-platform campaign spanning such elements as a large building projection, two hours of online material, a cinema spot and a VOD film, places viewers in the position of being voyeurs to the goings on in an apartment building. Audiences can peer through the apartment windows to see what often turn out to be interconnected stories in the diffferent dwellings.
Credits
Agency: BBDO New York David Lubars, Bill Bruce, chief creative officers; Greg Hahn, executive creative director/writer; David Carter, senior creative director/art director; Michael Smith, senior creative director/writer; Brian DiLorenzo, exec director of content/executive producer; Jiffy Iuen, producer. Production Company: RSA Films Jake Scott, director; Jules Daly, president; Fran McGivern, executive producer; David Mitchell, producer. Music: Search Party, New York Stephanie Diaz-Matos, Randall Poster, music supervisors; Scott Hardkiss, Clint Mansell, Dean & Britta, M83, Theodore Shapiro, Carlos D, David Torn, composers.
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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