Jasper Gray of Futuristic Films directed this PSA for ad agency TDA_Boulder which opens on model rocket materials laid out across a table. As the spot progresses, the gentle, soothing voice of a man can be heard discussing how much he enjoys sharing the hobby with a young person. We then see the man–his face distorted by pixelation because he is a prison inmate and pedophile. He goes on to say, “It’s not easy to identify a pedophile. You just spent 20 seconds with one.”
Credits
Agency: TDA Advertising & Design, Boulder, Colo. Jonathan Schoenberg, creative director/copywriter; Matt Leavitt, art director Production Company: Futuristic Films Jasper Gray, director/DP; Sarah Liles, Brendan Kiernan, exec producers; Mark Shelton, producer. Postproduction: Futuristic Films Jonnie Sirotek, editor; Frank Pickell, colorist Audio: Clatter & Din Sam Gray, 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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