Passion Pictures and Strange Beast teamed on this spot which introduces us to a line of meat-free foods inspired by Linda McCartney who loved life, music and food. The animation transports us to a fairy-tale world where characters including Linda herself–along with a horse boy and ballerina cat, among others—cavort and enjoy each other’s company in what becomes a meat-free woodland festival. Agency was Hain Daniels Group.
Credits
Postproduction: Absolute Post (London & New York) Visual Effects: Passion Pictures, London Passion Pictures, New York, London
Pete Candeland, creative director; Angela Foster, producer; Belinda Blacklock, exec producer; Kim Dulaney, lead designer; Stephanie Davidson, Cat Johnston, Erin Althea, Gordon Waltho, additional designers; Lizzie Akana, Blake Patrick, Greg Lytle, Dennis Moran, Chris Cookson, Leah Shore, animation; Lee Gingold, lead compositor, editor; Eric Epstein, compositor; Ed Manning, CG product artist.
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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