Aardman Animations turned out this 50-second spot which tells the tale of two characters–a squirrel who wisely plants acorns and watches his investment grow; and a duck who squanders much of his assets. their stories span the 190 years of Swedbank as well as assorted changes of season. Agencies are Lowe Brindfors and Colony Agency Production, both in Stockholm.
Credits
Production Company: Aardman Animations Steve Harding-Hill, director; Jason Fletcher-Bartholomew, producer; Maggie O๏ฟฝConnor, production coordinator; Danny Gallagher, production assistant; Mark Chamberlain, DP; Nathan Sale, lighting; Erica Pownall, camera assistant; Dave Osmand, Inez Woldman, Martin Davies, animators; Kate Timmons, assistant animator; Nick Herbert, rigger; Sarah Laborde, art director; Felicie Haymoz, character design; James Grant, set design; Theresa Whatley, Jo Hepworth, Eve Coy, storyboard; Alexis Hoskins, lead modelmaker; Johnny Tate, Sarah Edwards, Gary Losh, Grace Deberker, Terrie Payne, Sue Black, modelmakers; Rachel Bowen, Kath Miller, Rob Slagter, Sue Black, set dressers/prop makers; Fred Gray, scenic artist; James Adams, assistant scenic artist; Sion Lane, sets; Bram Ttwheam, CGI supervisor/VFX; Jim Lewis, CGI supervisor; Paule Quinton, Valeria Romano, Spencer Cross, Tom Readdy, compositors.
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, โPower Progress,โ 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 Webbyโs 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 Perrieโs body of work includes music videos for Harry Styles, Megan Thee Stallion, and RMโs โLOST!โ
โSports marketing has had a long history of breakthrough advertising,โ said QX creative chairman Weiss. โWe 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 doesnโt happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.โ
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