Ralf Schmerberg of @radical.media directed this :60 which is an anthem to people looking to make a positive difference in life, following in the spirit of the Levi’s “Go Forth” campaigns of 2009 and 2010. This :60 centers on youths in Berlin, and made its debut on Facebook. Agency is Wieden+Kennedy, Portland, Ore.
Credits
Agency: Wieden+Kennedy | Portland Tyler Whisnand, Eric Baldwin, creative directors; Jeff Williams, creative director/art director; Antony Goldstein, copywriter; Julia Blackburn, art director; Sarah Shapiro, producer; Mark Fitzloff, Susan Hoffman, executive creative directors; Ben Grylewicz, executive producer. Production Company: @radical.media Ralf Schmerberg, director; Donna Portaro, exec producer; Munir Abbar, line producer; Daniel Gottschalk, DP. Editorial: Joint Editorial, Portland, Ore Tommy Harden, editor/sound designer; Ryan Shanholtzer, post producer; Patty Brebner, post exec producer. Visual Effects: Method Robert Owens, VFX exec producer; Claus Hansen, Flame artist; Ananda Reavis, VFX producer. Music: Search Party, New York Julianna Barwick, composer. Song: “Anjos” Audio: Eleven Jeff Payne, mixer.
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