This long form video, created by Ogilvy/New York and shot by Jeff Feuerzeig, the award-winning director of The Devil and Daniel Johnston, promotes IBM by telling the story of one of its clients, the New York Police Department, which operates a Real Time Crime Center based on IBM technology.
Feuerzeig shot the video with a 24p DV camera with a Mini 35 adapter, which allowed him to control the depth of field and make an authentic film with a video camera.
Agency: Ogilvy & Mather Chief Creative Officer: Chris Wall; Executive Creative Director: Susan Westre; Group Creative Directors: Jeff Curry, Aaron Griffiths; Copywriter: Ben Hughes; Art Director: Zack Holliday; Assistant Producer: Kristen Ettinger; Executive Producer: Lee Weiss Production Company: Maysles Shorts Director: Jeff Feuerzeig; Director of Photography: Matyas Erdely; Executive Producer: Bill Perna; Producer: Jason Goldman; Production Manager: Lucy diLorenzo Music: Ear To Ear Composer: Brian Banks
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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