The Hudson Dusters of Greenpoint Pictures directed this documentary short about the father-and-son competitive running team of Dick Hoyt and his son Rick, the latter unable to talk or move his limbs. Together, though, the duo–with Dick literally pushing Rick–have competed in over 1,000 athletic events, including dozens of marathons. This short is part of a series of "Run For" shorts out of agency Anomaly.
Credits
Agency: Anomaly Mike Byrne, executive creative director/partner; Seth Jacobs, creative director/copywriter; Matt Walton, art director; Johnny Dantonio, copywriter; Andrew Loevenguth, executive producer/head of production; Katie Nickles, producer. Production Company: Greenpoint Pictures The Hudson Dusters, directors; Jacob Lincoln, Michael Kuhn, executive producers/partners; Tatiana Rudzinski, producer/head of production; Willa Goldfeder, producer; Logan Roos, DP. Editorial: Greenpoint Pictures Logan Roos, editor; Jacob Lincoln, Michael Kuhn, exec producers; Leanne Hauser, producer; Tammy Han, post supervisor. Sound Design: Greenpoint Pictures Josh Roos, sound designer.
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.”
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