Via a gigantic pop-up storybook containing a Lexus RX, we are told the tale of the “safest accident.” As the RX faces such hazards as rocky terrain and icy city streets, we learn that the safest accident is one that never happens thanks to Lexus’ “actively safe” features.
Credits
Agency: Team One Jon Pearce, Gavin Lester, creative directors; Kevin R. Smith, arta director; Dave Horton, copywriter; Jack Epsteen, Jennifer Weinberg, producers. Production Company: Smuggler Oskar Holmedal/Stylewar, director; Brian Carmody, executive producer; Line Postmyr, line producer; Toby Irwin, DP. Editorial: Butcher Editorial David Henegar, editor; Rob Van, executive producer; Rachel Connelly, assistant editor. Postproduction: Company 3 Los Angeles,Method Ben Looram, VFX artist.,Clark Muller, colorist. Visual Effects: A52 Mark Tobin, executive producer; Sarah Haynes, producer; Andy Hall, VFX supervisor; Raul Ortego, lead Flame artist; Kirk Balden, Tim Bird, Mike Bliss, Brandon Jolley, VFX artists; Dan Gutierrez, CGI lead artist; Kevin Clarke, Chris Janney, Kirk Shintani, CGI artists. Music: robot repair Kael Alden, composer; Doug Darnell, executive producer. Audio: Juice Audio Post, Santa Monica Bob Gremore, mixer.
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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