Chris Wilcha of Park Pictures directed this tale of actress Kristin Bauer van Straten (HBO’s True Blood) and her dog, Asher, who was an animal shelter rescue pet. She notes that there is a misconception that “a rescue is going to be damaged in some way.” Asher was a stray who was underweight, running around the streets of L.A. He has been a perfect pet and wonderful friend to van Straten for five years and counting. Agency is TBWAChiatDay, Los Angeles.
Credits
Agency: TBWAChiatDay, Los Angeles Lee Clow, global director, Media Arts; Gage Clegg, Becca Morton, group creative directors; Annie Johnston, art director; Guia Iacomin, executive agency producer; Chris Spencer, producer; Oke Mueller, group planning director; Megan Powers, planner. Production Company: Park Pictures Chris Wilcha, director; Jackie Kelman Bisbee, exec producer/owner; Dinah Rodriguez, exec producer/head of production; Mary Ann Marino, exec producer; Michelle Currinder, line producer. Editorial: Venice Beach Editorial Greg Young, editor; Don Andrews, assistant editor; Hunter Conner, exec producer. Audio: Play Studios, Santa Monica John Bolen, mixer; Lauren Cascio, exec producer.
Screenwork Type:Best Work
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