Frank Todaro of Moxie Pictures directed this spot which shows us Maxwell the Pig all grown up. We first saw Maxwell “wheeee-ing” all the way home in December 2010, then he was zip lining and luging down the street in 2011. Now The Martin Agency has him as a mature adult on a plane where he adroitly uses GEICO’s new mobile app to manage his insurance policies. However, flight attendants are skeptical that such an app exists.
Credits
Agency: The Martin Agency Joe Alexander, chief creative officer; Steve Bassett, sr. VP/group creative director; Wade Alger, VP/copywriter; Justni Harris, VP/sr. art director; Molly Souter, VP/executive broadcast producer; Nicole Hollis-Vitale, producer; Emily Taylor, jr. producer; Suzanne Wieringo, group talent director. Production Company: Moxie Pictures Frank Todaro, director; Jimi Whitaker, DP; Robert Fernandez, Roger Zorovich, Karol Zeno, exec producers; Laura Heflin, line producer. Editorial: Rock Paper Scissors Carlos Arias, editor; Dan De Winter, assistant editor; Eve Kornblum, editorial exec producer; Helena Lee, editorial producer. Postproduction: Company 3 New York Tim Masick, colorist Visual Effects: CLICK 3X Mark Sumski, sr. VFX artist/VFX supervisor; Eliza Pelham Randall, VFX supervisor; Chris Kiser, exec producer; Jon O�Hara, VFX producer. Audio: RainMaker Studios Jeff McManus, engineer.
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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