Nicolai Fuglsig of MJZ directed this spot which shows the lengths people will go in order to take special photographs. The at times comical vignettes are deftly accompanied by an inspired arrangement by Black Iris Music of the song “Beautiful Dreamer.” Agency is Grey New York.
Credits
Agency: Grey | New York Tor Myhren, chief creative officer; Ari Halper, Steve Krauss, executive creative directors; Stu Mair, Dave Cuccinello, creative directors; Topher Lorette, broadcast producer; Jen Pugliese, photography producer; Zach Pollakoff, music producer; Josh Rabinowitz, director of music. Production Company: MJZ Nicolai Fuglsig, director; Linus Sandgren, DP. Music: Black Iris Music Rob Barbato, arranger; Daron Hollowell, Jonathan Fuller, music creative directors; Jenny Hollowell, music exec producer; Amy Crilly, music producer; Rob Lowry, music assistant producer. Rachel Fannon of Only You, vocals (White Iris Records). Sound Design: henryboy Bill Chesley, sound designer. Audio: Heard City Keith Reynaud, 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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