Jake Scott of RSA Films directed this spot which depicts the enduring relationship between a trainer and his horse, even that rare breed of Clydesdale that has gone on to Budweiser fame. This Super Bowl spot came out of New York agency Anomaly.
Credits
Agency: Anomaly Mike Byrne, chief creative officer; Derek Barnes, creative director; Johnny Dantonio, copywriter; Mark Sarosi, art director; Andrew Loevenguth, head of content production; Winslow Dennis, producer. Production Company: RSA Films Jake Scott, director; Chris Soos, DP; Jules Daly, president; Tracie Norfleet, executive producer; Pat Frazier, line producer; Sparky Pomeroy, production manager; Jason Hamilton, production designer. Shot on location at Warm Springs Ranch in Boonville, Missouri; Ventura Farms in Thousand Oaks, California; and in downtown Los Angeles. Editorial: Rock Paper Scissors David Brodie, editor; Victoria Lesiw, editorial assistant. Visual Effects: The Mill New York Danny Morris, lead Flame; Zu Al-Kadiri, producer; Fergus McCall and Damien Van Der Cruyssen, colorists. Audio: Heard City Philip Loeb, mixer; Evan Mangiamele, sound designer; Gloria Pitagorsky, executive producer/managing director.
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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