This portrait of the sweet science of boxing, as conducted and trained for by Manny Pacquiao, unfolds like visual poetry, accompanied by a score from Human. Johnny Green of Hungry Man directed for Droga5, New York. Audio post mixers were Aaron Reynolds and Joe Mount of Wave Recording, and Rob McIver of Sonic Union.
Credits
Production Company: Hungry Man, Inc,Wave, London Johnny Green, director; Matt Buels, Kevin Byrne, exec producers; Linus Sandgren, DP.,Aaron Reynolds, Joe Mount, mixers. Editorial: Speade Editors Sam Sneade, editor. Postproduction: THE MILL, London Rachel Stones, post producer; Jeffrey Dates, CGI; Tim Haldeen, character design; Fergus McCall, colorist; Dan Williams, creative director. Music: Human Audio: Sonic Union Rob McIver, 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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