Psyop’s talent ensemble tells a tale of a bear who seeks the best scratching post in the forest, going from one sloth to the next for an answer but to no avail. Finally the bear seeks the counsel of an owl who immediately directs him to the best tree for remedying a pesky itch. The lesson–go to the experts for a direct answer: ING Direct. Agency was Beattie McGuinness Bungay, London.
Credits
Postproduction: MPC (The Moving Picture Company) Mark Gethin, colorist Visual Effects: Psyop Andrew Romatz, VFX supervisor; Jordan Metcalf, Andrew Park, designers; Vinny Dellay, storyboard artist; Lane Jolly, lead TD; David Parker, lead Flame; John Shirley, Flame; Lane Jolly, Ryan Raith, lead desktop compositors; Ryan Raith, Cris Kong, Danny Koenig, John Brennick, Falko Paeper, Sohee Sohn, compositors; Yuchihiro Yamamoto, modeler/texture/lighter;
Barry Kriegshauer, lighter; Austin Brown, Filaments, roto; Mark Lipsmeyer, tracker; Brett Nicolletti, editor. Music: Human Sloan Alexander, composer. Audio: Wave, London Jack Sedgwick, 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.”
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