Roman Coppola of The Directors Bureau directed a series of :30s in this campaign, including “Intro” in which we see the famous Gecko lizard spokesman wrap a TV commercial and then take us behind the scenes of the production. While he talks as if he’s real, Gecko notes that his coffee and coffee cup are CG. The overall “Behind the Scenes” campaign was conceived by The Martin Agency.
Credits
Agency: The Martin Agency Joe Alexander, chief creative officer; Steve Bassett, sr. VP/group creative director; Bob Meagher, sr. VP/sr. copywriter; Pat Wittich, VP/sr. art director; Melissa Cabral, strategic planner; Molly Souter, VP/executive broadcast producer; Alex Scheer-Payne, producer; Emily Taylor, jr. producer. Production Company: The Directors Bureau Roman Coppola, director; Shawn Kim, DP; Mary Livingston, line producer; Lisa Margulis, exec producer; Elizabeth Minzes, head of production. Editorial: Cosmo Street Tiffany Burchard, editor; Maura Woodward, exec producer; Heather Richardson, editorial producer; Casey Swoyer, assistant editor Postproduction: Company 3 New York Tim Masick, colorist Visual Effects: Framestore NY Framestore NY
David Hulin, VFX supervisor; James Razzall, exec producer; Graham Dunglinson, sr. producer; Antonio Teixeira, jr. producer; Jenny Bichsel, CG supervisor; Kevin Rooney, animation lead; Tyler Heckman, animator; John Montefusco, lighting lead
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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