Rafael Fernandez of Green Dot Films directed this spot out of Nickelodeon Creative Advertising which underscores the dangers of texting by showing three oblivious teenagers walking and texting who collide with one another. The slow motion impact, with sound effects of a car crash, shows the damage that can happen. A super asks us to imagine how much worse it would be if the teens were driving cars and texting. Agency is Nickelodeon Creative Advertising.
Credits
Production Company: Green Dot Films Rafael Fernandez, director; Rick Fishbein, Rich Pring, exec producers; Jacquelyn Frisco, line producer.
Editorial: Cut + Run, NY Akiko Iwakawa, editor; Rana Martin, exec producer; Ashley Carrier, producer; Stacy Peterson, assistant editor; Ralph Scaglione, Flame artist. Postproduction: The Mill New York Damien Van Der Cruyssen, colorist. Sound Design: henryboy Bill Chesley, sound designer; Kate Gibson, exec producer. Audio: audioEngine Carl Mandelbaum, engineer.
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.”
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