Tooned 50 retells the history of McLaren's cars and the champions who drove them; along with tales of wild excess, intense competition, young prodigious talent…and glorious victory. Drawing on the brand's rich heritage, Tooned 50 digitally recreates key historic drivers such as Alain Prost, Ayrton Senna and Mika Hakkinen. The series also introduces a new character — a mysterious old mechanic, as voiced by Hollywood actor, Brian Cox — and features guest appearances from F1 legends such as Murray Walker, who 'perform' alongside Tooned's original cast of Jensen Button, Sergio Perez and Professor M. Chris Waitt and Henry Trotter of Framestore directed.
Credits
Production Company: Framestore CFC | London Chris Waitt, Henry Trotter, directors. Visual Effects: Framestore CFC | London Chris Waitt, Henry Trotter, directors; Richard Cooley, CG supervisor; Simon Whalley, executive producer; Liz Oliver, producer; Ian Spendloff, art director; Carey Williams, editor.
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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