An original song, “Land of Dreams,” written by Rosane Cash and John Leventha,l is the driving force for this spot designed to encourage tourism throughout the U.S. but depict a departure from the travel norm, showing beautiful imagery of rich experiences, cultural diversity and scenes from destinations around thecuontry not often depicted in postcards. Music house was NY Noise. Dave Meyers of @radical.media directed for JWT New York.
Credits
Agency: JWT New York Bill Oberlander, Jim Hord, executive creative directors; John Doyle, creative director/art director; Dave O’Hare, creative director/copywriter; Matt Anderson, director of brand production; Paul Greco, director of music; Kimberly Edwards, sr. producer. Production Company: @radical.media Dave Meyers, director; Jim Bouvet, exec producer; Scott Cunningham, producer; Danny Hiele, DP; Angie Revell, production supervisor. Editorial: The Whitehouse Trish Fuller, Jen Dean, editors; Lauren Hertzberg, exec producer; Alejandra Alarcon, producer. Music: NY Noise Craig Bishop, executive producer; Rick DePofi, John Leventhal, producers/arrangers.
“Land of Dreams” songwriters: Rosanne Cash, John Leventhal.
Recording artists: Rosanne Cash with David Hidalgo, Steve Berlin, Bebel Gilberto, Treme Brass Brand. Audio: Sound Lounge Tom 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, “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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