Passion Pictures and Red Bee Media have teamed with agency Rainey Kelly Campbell Roalfe/Y&R, London, to create an opening sequence to herald the BBC’s coverage of the upcoming London 2012 Summer Olympics. While the full-length 2 minute and 40 second piece has premiered on BBC1, it is not yet available online or elsewhere. Still, this trailer offers a healthy taste of the project’s animation artistry as directed by Passion’s Pete Candeland.
Credits
Agency: Rainey Kelly Campbell Roalfe/Y&R Damon Collins, executive creative director; Jules Chalkley, Nick Simons, Ted Heath, Paul Angus, creatives. Production Company: Passion Pictures, London,Red Bee Media Pete Candeland, director; Michael Adamo, Hugo Sands, exec producers; Lotie Hope, producer; Anna Lord, producer-project development; Mario Ucci, art director/modeling-characters/lighting & rendering; Rick Thiele, art director/lighting & rendering; Jason Nicholas, head of CG; Helen Lord, CG coordination; Cesar Nunes, modeling-characters/lighting & rendering; Ian Brown, Florent Rousseau, modeling-environment/textures; Ander Gutierrez, Gary Newman, Magttias Bjurstrom, modeling-environment; Chris Dawson, Jorge Bellot, Francois Pons, rigging; Ellie Bond, Emma Berkley, Nikki Newman, Gabriel Loques, textures; Xavier Zahara, Martin Parissenti, Richard Perry, previz; Mark Brown, previz/animation; Cath Brooks, Wes Corman, David Sigrist, Florian Mounie, Conor Ryan, Chris Olsen, Rodrigo Torres, James Farrington
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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