Director Phil Joanou of MJZ teamed with an ensemble of talent at visual effects house MassMarket to turn out this rescue mission in which airmen save a group of local citizens at the precipice of a collapsing bridge. Agency is GSD&M in Austin, Texas.
Credits
Agency: GSD&M, Austin, Texas Tom Gilmore, executive creative director; Travis Wade, creative director/copywriter; Christopher Colton, creative director/art director; Karen Jacobs, executive producer; Natalie Lum Freedman, Aaron Kovan, producers. Production Company: MJZ Phil Joanou, director; Paul Mannix, producer. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist. Visual Effects: Mass Market, New York Christine Schneider, exec producer; Blythe Dalton, producer; John Shirley, VFX supervisor/lead Flame; Chris Sage, VFX supervisor/lead technical director; Andrew Park, designer Red Engine/matte painter; Sarah Eim, Katrina Salicrup, Todd Hemsley, Flame; Jodi Tyne, Flame assistant; Lane Jolly, lead desktop compositor; Lane Jolly, Ryan Raith, Shahana Khan, compositors; Zee Meyers, Gary Abrahamian, previz; Wendy Klein, modeler; Josh Burton, rigger; Josh Delaney, Taryn McLaughlin, animators; Wendy Klein, texture; Greg Gangemi, Stephen Delalla, Mike Fisher, lighters; Krystal Chin
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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