Elliott Lester of Kontagious Films directed this spoof of a reality show in which a homeless man is taken off the streets and given a top-drawer makeover. The only problem is that once the makeover is complete, he’s put back on the streets to struggle with the same plight of homelessness. Agency is 180 Los Angeles.
Credits
Agency: 180 LA William Gelner, executive creative director; Gavin Lester, creative director; Adam Groves, art director; Zac Ryder, copywriter; Peter Cline, head of production/managing partner; Lorraine Kraus, sr. producer; Christopher Neff, integrated producer; Brad Goldstein, lead developer; Richard Harrington, lead designer; Johnny Chang, designer. Editorial: Union Editorial Nicholas Wayman-Harris, editor; Michael Raimondi, exec producer; Joe Ross, post producer; Josh Hayes, assistant editor. Postproduction: Company 3 Los Angeles,Resolution Digital Studios Siggy Ferstl, colorist.,Seth Silberfein, Carolyn Woods, Flame artists; Joe Ross, producer. Visual Effects: Ring of Fire Jerry Spivack, creative director; John Myers, exec producer; Tammie Smalls, Justin Beaupre, Casey Conroy, producers; Brian Schneider, Brian Petras, Ryan Jack, composite artists. Audio: Eleven Jeff Payne, mixer.
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, “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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