Wally Pfister of Independent Media directed this moving account of a meth addict and his friend, with the latter lamenting not having said a word back when the addict told her he was going to try meth for the first time. “Ben” is part of a campaign created by Venables Bell & Partners and based on real testimony from addicts.
Credits
Agency: Venables, Bell & Partners Paul Venables, creative director; James Robinson, associate creative director; Keith Scott, art director; Paul Johnson, copywriter; Craig Allen, executive producer; Nicolette Guidotti, producer. Production Company: Independent Media, Santa Monica Wally Pfister, director/cameraman; Susanne Preissler, exec producer; Denise Rocchietti, line producer; Barbara Ling, production designer. Postproduction: Technicolor Sparkle, colorist; Kevin Buck, telecine producer. Sound Design: 740 Sound Design Scott Ganary, sound designer; Rob Meritt, assistant. Audio: Play Studios, Santa Monica John Bolen, mixer; Sara Hartman, exec producer.
Screenwork Type:Best Work
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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