Digital Domain and RSA teamed on this blend of Japanese-inspired watercolor visual effects with live action to convey how the Infiniti G series unites engeinnering and emotion, connecting driver to road for agency TBWAChiatDay.
Credits
Agency: TBWAChiatDay, Los Angeles Rob Schwartz, CCO; Kerry Feuerman, group creative director; Bob Rayburn, Patrick Condo, creative directors; David Hoogenakker, sr. producer; Mara Milicevic, producer; Walt Smith, global managing director. Production Company: RSA Films Carl Erik Rinsch, director; Marjie Abrahams, exec producer; Annie Johnson, line producer; Dariusz Wolski, DP. Editorial: Cut + Run, LA Dayn Williams, editor; Michelle Burke, managing director; Carr Schilling, producer. Visual Effects: Digital Domain, Inc. Ed Ulbrich, president of commercials/exec producer; Karen Anderson, exec producer/head of production; Jay Barton, VFX supervisor; Ronald D. Herbst, CG supervisor; Chris Fieldhouse, VFX producer; Stephanie Escobar, VFX coordinator; Jeff Heusser, Lisa Tomei, Matthew James Bramante, Flame artists; Arthur Argote, Nuke artist; Daniel Thron, paint; James Atkinson, Casey Benn, Jun Watanabe, CG artists; Hilery Johnson Copeland, roto artist; Scott Gsop Edelstein, Som Shankar, tra
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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