The Psyop collective of Psyop/Smuggler directed this spot which features the athleticism of star football player Chad Ochocinco–first as an animation character before he breaks out into his live-action self. Agency is DDB Berlin. This marks the latest in a series of spots featuring noted athletes, produced by Psyop/Smuggler for Reebok.
Credits
Production Company: Psyop,Smuggler Psyop, director; Todd Mueller, Kylie Matulick, creative directors; Neysa Horsburgh, Frederic Liebert, exec producers; Frederic Liebert, Jamey Kitchens, producers; Minh Ly, associate producer.,Patrick Milling Smith, Brian Carmody, exec producers/partners; Lisa Rich, exec producer/COO; Allison Kunzman, Laura Thoel, exec producers; Michael Schlenker, live action producer; Max Goldman, DP. Visual Effects: Psyop Paul Cayrol, creative lead/designer; Chris Eckardt, VFX supervisor/3D lead; Vinny Dellay, storyboard artist; Brett Nicoletti, editor; Taichi Erskine, assistant editor; Miles Essmiller, lead Flame; Craig Christian, Mark Lipsmeyer, Matt Berenty, Sean Kealy, 3D team; Dylan Spears, Kendra Ryan, Matt Lavoy, Shervin Etaat, Song Kim, Taik Lee, 2D team.
Screenwork Type:Best Work
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, โPower Progress,โ 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 Webbyโs 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 Perrieโs body of work includes music videos for Harry Styles, Megan Thee Stallion, and RMโs โLOST!โ
โSports marketing has had a long history of breakthrough advertising,โ said QX creative chairman Weiss. โWe 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 doesnโt happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.โ
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