The first webumentary in the Baltimore Symphony Orchestra series that is being used to introduce Marin Alsop, the new music director who is the first female music director of a major American symphony orchestra, features comments from Alsop interpersed with footage of her conducting the orchestra. The video shows Alsop in front of a white backdrop, with the conducting scenes shot in black and white. The white limbo was used to make Alsop stand out, with the black-and-white concert footage contrasting with the white limbo and providing poetic shots of the beautiful instruments.
Credits
Production Company: Protagonist Films James Bartolomeo, director; Jennifer Koestler, producer Editorial: Protagonist Films Geoffrey Richman, 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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