Brickyard VFX animated animal stars of Super Bowls past to discuss the value of online advertising. The tongue-in-cheek online spot for Adobe was directed by Tom Routson of Tool of North America for Goodby, Silverstein & Partners, San Francisco.
Credits
Production Company: Goodby, Silverstein & Partners,Tool of North America Rich Silverstein, co-chairman/executive creative director; Keith Anderson, director of design/creative director; Shane Fleming, associate creative director; Steve Nathans, copywriter; Cindy Epps, producer.,Tom Routson, director; John Schwartzman, DP; Brian Latt, managing director; Caroline Pham, producer. Editorial: Barbary Post, San Francisco Bob Spector, editor; Nick Haynes, assistant editor; Kristen Jenkins, producer. Visual Effects: Brickyard VFX Mandy Sorenson, VFX supervisor/colorist; Patrick Poulatian, Chris Sonia, Todd Mesher, Andy Edwards, VFX artists; David Blumenfeld, head of CG; Bryant Reif, Daniel Gutierrez, Matt Rosenfeld, CG artists; Linda Jackson, producer; Jeff Blodgett, exec producer. Audio: Lime Studios Joel Waters, mixer; Tom Paolantonio, assistant audio engineer; Jessica Locke, exec producer.
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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