Tomas Jonsgarden of Anonymous Content directed this campaign–the centerpiece of which is a web film–for Lenovo out of Saatchi & Saatchi New York. The short captures an elaborate plan that entails the shuttling of an Lenovo Idea Pad Ultrabook from one artisan/technologist to the next, enabling them to cause a power blackout throughout a city and then “seize the night.”
Credits
Agency: Saatchi & Saatchi/NY Con Williamson, chief creative officer; Brian Carley, executive creative director/sr. VP; Dave Hong, sr. art director; Lincoln Bohem, copywriter; Bruce Andreini, VP/executive producer; Kedma Brown, VP/director of integrated production; Tracy Sipka, integrated producer; Hillary Jackson, sr. art buyer; Ryan Fitch, music producer. Production Company: Anonymous Content Tomas Jonsg�rden, director; Jeff Baron, sr. exec producer; Magnus �kerstedt, producer; Sebastian Blenkov, DP; Lina Nordqvist, production designer; Angelica Tibblin Chen, stylist; Tuija Valen, hair & makeup. Editorial: Rock Paper Scissors Marcus Kryler, editor; Dan DeWinter, Mike Horan, assistant editors; Eve Kornblum, exec producer; Helena Lee, producer. Visual Effects: The Mill New York Jo Arghiris, exec producer; Lily Tilton, post producer; Martin Lazaro, Westley Sarokin, lead Flame; Keith Sullivan, Flame; Jade Kim, Flame assist; Dusty Diller, assistant; Wyatt Savarese, Laurent Giaume, CG; Fe
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