The brand spot celebrates Olympian swimmer Ryan Lochte as he acknowledges, “Luck doesn’t get you to the Olympic Games๏ฟฝI swam here.” Commercial was scored by Q Department, New York, for BBDO New York. Directors were Marie Hyon and Marco Spier of PSYOP/Smuggler.
Credits
Agency: BBDO New York David Lubars, chief creative officer; Grant Smith, Rick Ardito, sr. creative directors; Peter Albores, creative director/copywriter; Hunter Fine, associate creative director/art director; David Rolfe, head of production; Julie Collins, executive producer; Cheryl Gackstetter, sr. producer; Melissa Chester, sr. producer. Production Company: Smuggler,Psyop Allison Kunzman, exec producer; Kate Sutherland, producer; Marie Hyon and Marco Spier, directors.,Marie Hyon and Maro Spier, directors; Lucia Grillo, exec producer; Ana Karina DeCastro, producer. Editorial: Final Cut JD Smith, editor. Postproduction: Nice Shoes Chris Ryan colorist. Visual Effects: MassMarket Drew Downes, creative director/2D lead; Joerg Liebold, VFX supervisor. Music: Q Department, New York Audio: Sound Lounge Tommy Jucarone, mixer.
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, โPower Progress,โ 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 Webbyโs 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 Perrieโs body of work includes music videos for Harry Styles, Megan Thee Stallion, and RMโs โLOST!โ
โSports marketing has had a long history of breakthrough advertising,โ said QX creative chairman Weiss. โWe 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 doesnโt happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.โ
Read MoreMySHOOT Profiles
Add A Comment