Christopher Riggert of Biscuit Filmworks directed this spot in which a family is on vacation, making its way through a village mart in India. Shooting vacation movies along the way, the family is followed by each person they’ve lensed. Turns out they want to see themselves in pictures, which they can thanks to the Sony video camera which also doubles as a movie projector. An impromptu screening has everyone all smiles. Agency is 180LA. Editor was Paul Martinez of Arcade.
Credits
Agency: 180 LA William Gelner, executive creative director; Gavin Lester, creative director; Zac Ryder, copywriter; Adam Groves, art director; Peter Cline, head of production/managing partner; Mary Ellen Dugan, producer. Production Company: Biscuit Filmworks,Stratum Christopher Riggert, director; Shawn Lacy, managing director; Holly Vega, exec producer; Scott Kaplan, line producer; Tim Hudson, DP.,Avinash Shankar, producer.
Shoot Locations: Mumbai, Pune, and Nashik, India Visual Effects: MPC (The Moving Picture Company) Mark Gethin, colorist; Jake Montgomery, online/VFX artist/VFX supervisor; Andrew Bell, exec producer; Jenny Bright, head of production/producer.
Music: Human Audio: Eleven Jeff Payne, mixer; Ben Freer, assistant mixer.
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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