The duo of Dayton/Faris of Bob Industries directed this charming spot which shows famous robots on a sojourn from different corners of the world to what they regard as being a special place of fascination. It turns out they are headed for a GE warehouse where brilliant machines are being created. Agency is BBDO New York.
Credits
Agency: BBDO New York David Lubars, chief creative officer; Eric Cosper, Michael Aimette, sr. creative directors; Kevin Jordan, creative director/art director; Tim Roan, creative director/copywriter; Judd Counsell, associate creative director/copywriter; David Rolfe, director of integrated production; Anthony Nelson, group executive producer; George Sholley, producer; Rani Vaz, director of music and radio production; John Melillo, music producer. Production Company: Bob Industries Dayton/Faris (Jonathan Dayton and Valerie Faris), directors; Linus Sandgren, DP; Bart Lipton, producer; T.K. Knowles, John O�Grady, Chuck Ryant, executive producers; Floyd Albee, production designer. Editorial: Final Cut JD Smyth, editor. Visual Effects: Method Aleksandar Sasha Djordjevic, lead/supervisor; Greg Cutler, Susanne Sharping, Flame artists; Chris Mackenzie, Smoke artist; Robert �Nick� Dauphinais, David Piombino, Ryan Leonard, Adam Gandola, Wendy Seddon, Nuke operators; Dan Giraldo, Nuke operator/matt
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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