The directing duo of Smith & Foulkes from animation studio Nexus teamed with Wieden+Kennedy, London. on this animated spot–akin to a cinematic poem–which brings to life a fantasy world through which we take an amazing trip, playing out the central premise that life is indeed unpredicatable. Fortunately, the Honda Jazz is a vehicle that can configure itself for whatever life has in store.
Credits
Agency: Wieden+Kennedy | London Sam Heath, Chris Groom, creative directors; James Guy, producer. Production Company: Nexus Productions, London Smith & Foulkes, directors; Chris O Reilly, executive creative director; Julia Parfitt, exec producer; Tracey Cooper, producer; Ben Cowell, CG supervisor Sound Design: Wave, London Aaron Reynolds, sound design. Animation: Nexus Productions, London Jo Bierton, production manager; Michael Greenwood, Mark Davies, Eoin Coughlan, Keith Ribbon, Alberto Lara, Stuart Doig, Reece Millidge, Antoine Bourruel, Welles Bussett, 3D animation; Ronald Kurniwan, concept artist; Blind Salida, Chris Martin, further design; Matt Clark, James Hardingham, Dan Crossland, Ben Merrick, Andrew Hickinbottom, Dara Cazamea, 3D modeling; Geoffroi Ridel, Florian Casper, matte painting; Michael Greenwood, Mark Davies, Matt Clark, Jay Harwood, Jerome Haupert, Richard Moss, Wayne Kresil, Anthony Arnoux, Ben Blundell, lighting and rendering; Ludovik Boden, Rodi Kaya, Michal Firkowsk
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.”
Read MoreMySHOOT Profiles
Add A Comment