Beacon Street composed the music for this upbeat spot in which children’s vocals underscore appreciating the simple pleasures in life. Keith Schofield of Caviar directed for agency 72andSunny.
Credits
Agency: 72 and Sunny Glenn Cole, executive creative director; Matt Murphy, creative director; Matt Heath, writer; Angelo Ferrugia, producer; Alex Schneider, brand director; Judson Whigman,Victor Nguyen-Long, brand managers; Matt Munoz, brand coordinator. Production Company: caviar Keith Schofield, director; Damon Acevedo, DP; Michael Sagol, exec producer; Jacquie Frisco, line producer (L.A.); BP Cooper, line producer (Australia). Editorial: Spot Welders Inc. Haines Hall, editor; David Glean, exec producer; Marlo Baird, producer. Visual Effects: Method Kirk Balden, Flame lead; Chris Hunt, Peter Marin, Flame artists; Matt Hackett, animator; Christopher “Pink” Bonstetter, Maya compositor; Graham Dunglinson, VFX producer; Sabrina Elizondo, producer; Susan McNamara, production coordinator. Music: Beacon Street Studios John Nau, Andrew Feltenstein, composers; Adrea Lavezzoli, producer. Audio: Lime Studios Rohan Young, Joel Waters, engineers; Bruce Horowitz, exec producer; Jessica
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.”
Read MoreMySHOOT Profiles
Add A Comment