Derek Cianfrance of @radical.media directed this insider’s perspective on football, a follow-up to his in-depth look at the game of baseball depicted in the Dick’s Sporting Goods’ spot “Every Pitch.” Cianfrance again collaborated with DP Peter Deming, ASC. Advertising agency was Anomaly, New York.
Credits
Agency: Anomaly Mike Byrne, chief creative officer; Seth Jacobs, creative director; Taylor Twist, Mike Warzin, creatives; Andrew Loevenguth, executive producer/head of production; Matt Flaherty, producer. Production Company: @radical.media Derek Cianfrance, director; Frank Scherma, Donna Portaro, Tommy Turtle, exec producers; Cathy Dunn, head of production; Rebecca Deelo, production supervisor; Peter Deming, DP; Mark Frishman, 1st A.D.; Timmy Hills, art director; Jim Mancusso, costume designer; Mike Fischer, casting/football supervisor. Editorial: Rock Paper Scissors Biff Butler, editor; Eve Kornblum, exec producer; Melanie Gagliano, producer. Postproduction: Company 3 Tom Poole, colorist; Tara Dowd, exec producer. Visual Effects: Framestore NY James Razzall, exec producer; Graham Dunglinson, sr. producer; Alex Thomas, VFX supervisor; Sharron Marcussen, VFX/comp supervisor; James Dick, CG supervisor; Raul Ortego, Tom Leckie, Flame artists. Sound Design: Trinitite Studios, Sa
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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