Brian Beletic of Smuggler directed this “ridDQlous” spot featuring a rainbow on fire and old world shaving bunnies–one who lathers a guy’s face and the other who shaves him with a straight razor–all to introduce Dairy Queen’s new mini-Blizzard treat. VFX house is MPC. Agency is Grey New York.
Credits
Agency: Grey | New York Tor Myhren, chief creative officer; Ari Halper, Steve Krauss, executive creative directors; Doug Fallon, creative director/art director; Steven Fogel, creative director/copywriter; Brett Middleton, art director; Greg Nance, copywriter; Seth Gorenstein, executive producer; Diana LaBrecque, assistant producer; Zachary Pollakoff, music producer. Production Company: Smuggler Brian Beletic, director; Matthew Libatique, DP. Editorial: Crew Cuts Sherri Margulies, editor. Visual Effects: MPC (The Moving Picture Company) Ryan Knowles, 2D lead; Katerina Arroyo, Elliott Brennan, Franck Lambertz, Alex Harding. Fabio Zaveti, 2D artists; Dan Marsh, 3D lead; Ian Wilson, Andres Weber, Steve Moncur, Richard Hopkins, R๏ฟฝmi Cauzid, Dean Robinson, 3D artists; Lexi Stearn, exec producer; Louisa Cartwright/Eric McCasline, producers. Audio: Duotone Audio Group Peter Nashel, Brian Deming, music/sound design
Screenwork Type:Top Spot
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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