Alejandro Gonzalez Inarritu of Anonymous Content directed this spot which uses a chair to put a human face on Facebook. Search Party Music provided the musical score. Agency is Wieden+Kennedy, Portland, Ore.
Credits
Agency: Wieden+Kennedy | Portland Karl Lieberman, Danielle Flagg, Eric Baldwin, creative directors; Eric Swanson, copywriter; Brad Trost, art director; Matt Hunnicutt, executive producer; Mark Fitzloff, Susan Hoffman, executive creative directors; Ben Grylewicz, head of production; Dan Hon, interactive creative director. Production Company: Anonymous Content Alejandro Gonzalez Inarritu, director; Eric Stern, exec producer; John Benet, line producer; Greig Fraser, DP; Peter Kohn, 1st assistant director; Jeremy Hindle, production designer; Laura Miller, production supervisor. Editorial: Joint Editorial, Portland, Ore Peter Wiedensmith, editor; Kelly Brickner, co-editor; J.B. Jacobs, Eric Hill, sound assistant editors; Charlie Keating, audio engineer/mixer; Shelli Jury, post producer; Lauren Pullano, associate post producer; Patty Brebner, post exec producer. Visual Effects: The Mill, New York Phil Crowe, VFX shoot supervisor/lead Flame artist; Hitesh Patel, VFX shoot supervisor; Glyn Tebbu
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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