David Rosenbaum of Mothership directed this client-direct spot which features athletes in action to the beat of an inventive score from Beacon Street Studios. Andrew Feltenstein and John Nau of Beacon Street served as composers.
Credits
Visual Effects: Digital Domain, Inc. Ed Ulbrich, CEO; Scott Gemmell, head of production; Tiffani Manabat, producer; Aladino Debert, VFX supervisor; Lee Carlton, CG supervisor; Carla Attanasio, Cara Farsnworth, producers; Colin Woods, editor; Casey Benn, Gideon Vandergrift, Bekah Baik, Tim Petre, Rick Fronek, Christian Sanchez, generalists; Michael Lori, Varoujan Aghassi, Eugene Colescott, Michael DeBeer, Rene Segura, trackers; Sean Hitchcock, Marcel Caue Martins, Dawrath Phoue, Heldrun Haraldsdottir, roto artists; Adrian Dimond, rigger; Jason Mortimer, Ken Jones, Rick Fuentealba, FX artists; Dark Hoffman, matte painter; Rafael Colon, lead Nuke compositor; Chad Buehler, Arthur Argote, Nuke compositors; Jeff Heusser, Lisa Tomei, Rob Winfield, Flame artists. Music: Beacon Street Studios Andrew Feltenstein, John Nau, composers. Audio: Beacon Street Studios Paul Hurtubise, audio mixer; Caitlin Rocklen, producer.
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.”
Read MoreMySHOOT Profiles
Add A Comment