Creative director Jeff Goodby of Goodby, Silverstein & Partners directed this spot in which we discover that there’s trouble even in paradise as two beautiful women in milk “Mootopia” have hair that’s so shiny that they are blinded by the sun’s reflection in each other’s long flowing locks. The commercial is one of three in a campaign in which the benefits of milk–healthy teeth, perfect smiles and muscle strength–all have their drawbacks even in “Mootopia” where milk flows in abundance.
Credits
Agency: Goodby, Silverstein & Partners Jeff Goodby, creative diretor; Kevin Koller, art director; Rus Chao, copywriter; Cindy Fluitt, head of broadcast production; Rachel Seitel, producer; Robert Riccardi, managing partner. Production Company: Smuggler Jeff Goodby, director; Brian Carmody, Patrick Milling Smith, Lisa Rich, exec producers; Karen O’Brien, line producer; Joost Van Gelder, DP; Thomas Smith, first a.d.; Jeffrey Beecroft, production designer; Peggy Schnitzer, costume designer. Postproduction: Company 3 Dave Hussy, colorist. Visual Effects: MassMarket Christine Schneider, VFX exec producer; Scott Boyajan, VFX producer; Thibault Debaveye, VFX supervisor/lead Flame; Andrew Park, matte painter; Marcelo Pasqualino, Sarah Eim, Flame; Matt Berenty, rigger; Kevin Culhane, animator; Mike Dalzell, 3D lead/lighter; Barry Kriegshauser, lighter; Alison Middaugh, tracker; Music: Human Sound Design: Lime Studios Rohan Young, Nic Dematteo, sound designers. Audio: Lime St
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.”
Read MoreMySHOOT Profiles
Add A Comment