Psyop turned out a wine bottle character who’s aptly named “Tipsy,” proving to be an eloquent if not slightly impaired “spokesperson” for the Sonoma International Film Festival. He even pops his cork at the mention of “Holywood and Vine.” Agency is ICA.
Credits
Production Company: Psyop Psyop, director; Todd Mueller, Kylie Matulick, Psyop creative directors; Kim Wildenburg, Michael Schlenker, exec producers; Cally Morton, Amanda Miller, producers; Minh Ly, assistant producer; Michael Angelos, live-action producer; Christopher Gallo, DP; Lane Jolly, VFX supervisor; Kenesha Sneed, Jordan Metcalf, designers; Vinny Delay, storyboard artist; David Chontos, lead technical director; Lane Jolly, Ryan Raith, lead compositors; Matt Berenty, Aaron Vest, modeling; Sean Kealey, rigging; Dan Vislocky, Ryan Moran, David Han, Sean Kealey, animation; Matt Berenty, texture; Matt Berenty, lighting; Mark Lipsmeyer, lead tracker; Stephen Holbrook, compositor; Stephen Holbrook, lead roto. Audio: Lime Studios Lindsey Alvarez, Francine Boucher, mixers; Bruce Horwitz, exec producer.
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