Sumo Science, the directorial team at Aardman Animations consisting of Ed Patterson and Will Studd, helmed this stop-motion animation piece that thinks big–literally. This fisherman’s tale earned a Guinness World Record for the world’s largest stop-motion animation set. Advertising agency is Wieden+Kennedy, London.
Credits
Agency: Wieden+Kennedy | London Kim Papworth, Tony Davidson, creative directors; David Bruno, Tom Seymour, creatives; Michelle Brough, producer. Production Company: Aardman Animations Sumo Science (Ed Patterson and Will Studd), directors; Toby Howell, DP; Stephanie Owen, producer; Danny Gallagher, Nick Miller, production assistants; Holly Marlow, production coordinator; Mark Hewis, production manager; Tim Faulkner, location manager; Jamie Wardley, sand art director; Andy Moss, Tom Bolland, sand team; Lisa Butler, first assistant director; Sam Morris, Erica Pownall, camera assistants; Nat Sale, gaffer; Ian Jewels, Lex Tully, Spark; Paul Reeves, camera data; William Todd, pixilation artist; Inez W, Nick Herbert, Merlin Crossingham, animators; Helen Javes, props maker; Sion Lane, Paul Galloway, props; Jim Lewis, senior post artist and grade; Spencer Cross, Paule Quinton, Dan Blore, compositors. Music: Wave, London Will Grove-White, composer; Jack Sedgwick, sound designer; and Gulp Guitar, track.
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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