Jim Jenkins of O Positive directed this spot in which we track a lass from young girl to teenager to grown women as she envisions how her dream man will propose to her. Each fantasy scenario is loving and romantic–which is in sharp contrast to the reality of how her beau winds up popping the big question. Agency is Wieden+Kennedy, New York.
Credits
Agency: Wieden+Kennedy | New York. Brandon Henderson, Stuart Jennings, creative directors; Eric Steele, copywriter; Eric Cosper, art director; Nik Traxler, producer; Scott Vitrone, Ian Reichenthal, executive creative directors; Gary Krieg, head of content production. Production Company: O Positive Films Jim Jenkins, director; marc Grill, exec producer/line producer; Robert Yeoman, DP. Editorial: The Whitehouse Corky DeVault, editor; Nate Katz, assistant editor; Melanie Klein, post producer; Corina Dennison, post exec producer. Visual Effects: Carbon VFX Kieran Walsh, VFX supervisor; Matt Riley, Joe Scaglione, Flame artists; Cara McKenney, VFX producer; Frank Devlin, VFX exec producer. Music: Karma Groove, New York Richard Wagner, composer “Bridal March”; Auria Abraham, arranger/producer. Audio: Sound Lounge Phil Loeb, mixer; Gloria Pitagorsky, producer.
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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