Agency: R/GA, London and New York,Wieden+Kennedy | Portland Gui Borchert and Joseph Cartman, associate creative directors; Jim Therkalsen, copywriter; Reshma Taufiq, senior producer,Steve Luker and Jelly Helm, creative directors; Shannon McGlothin, associate creative director; Valdean Klump, copywriter; Marcelino J. Alvarez and Darren Himebrook, senior producers Production Company: Guerilla FX Thor Raxlen, creative director; Thor Raxlen and Mark Claywell, directors; Doug Robbins, executive producer; Joplin Wu, Larry Fong, Will Rexer, Tyson Wisbrock, DPs; Nicole Rodan and Laurie Bernal,
senior producers; Theresa Loguercio, associate producer; Linda Peters and Jason Yantz, offline and online editors; Joanna Bovay, assistant editor; Jason Yantz, Sam Stevens and Will Decker, compositors; Jody Peters, post supervisor. Postproduction: Company 3 New York Victor Mulholland, colorist
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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