LAIKA/house was the animation house on this spot in which a blind date is foisted on an unsuspecting M&M character. His companion is a chocaholic whose love for Mr. M&M is superficial and hedonistic. Traktor directed for BBDO New York.
Credits
Agency: BBDO New York David Lubars, chief creative officer; Tim Bayne, Lauren Connolly, executive creative directors; Eduardo Petersen, sr. art director; Christopher Cannon, sr. copywriter; Chris Lenz, executive producer; Patrick Smith, assistant producer; melissa Chester, executive music producer. Production Company: Traktor, Santa Monica Traktor, director; Richard Ulfvengren,exec producer; Rani Melendez, head of production. Editorial: P.S. 260, Inc. Maury Loeb, editor; Laura Patterson, producer; Zarina Mark, exec producer. Postproduction: Company 3 New York Rob Sciarratta, colorist. Music: Emoto John Adair, arranger; Billy West, vocalist.
Song: “I’d Do Anything For Love (But I Won’t Do That)” composed and written by Jim Steinman. Audio: Sound Lounge Tom Jucarone, mixer. Animation: LAIKA/house Kirk Kelley, animation director; Lourri Hammack, exec producer; Zilpha Yost, producer; Karina Lomelin, production coordinator; Karl Richter, lead TD; Josh Tonnesen, modeling;
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