Directors Andrea Buchanan, Pam Thomas, Henry Lu, Bob Purman and Dana Adam Shapiro of Moxie Pictures directed segments of this PSA in which people from all walks of life talk about what they will do to commemorate the 10th anniversary of the 9/11 terrorist attacks. Agency is Deutsch LA. Editor was Grant Surmi of Rock Paper Scissors.
Credits
Agency: DeutschLA, Inc. Mark Hunter, chief creative officer; Michael Kadin, executive VP/group creative director; David Sing Liu, integrated creative director; Max Godsil, sr. copywriter; Jamie Levey, sr. art director; Vic Palumbo, executive VP/director of integrated production; Victoria Guenier, sr. VP/director of broadcast production; Marisa Wasser, music supervisor; Emma Johnson, associate producer. Production Company: Moxie Pictures Washington D.C.: Andrea Buchanan, director; Salli Zilles, producer; Ed Stephenson, Luca Fantini, cameramen; Veronica Diaferia, production supervisor; Eli Turner, stills photographer.
New York: Pam Thomas director; Salli Zilles, Elena Helvorson, producers; Ed Stephenson, cameraman; Veronica Diaferia, production supervisor.
New York: Henry Lu, director; Salli Zilles, producer; Luca Fantini, Jamie Stuart, cameramen; Veronica Diaferia, production supervisor; Kevin Ritchie, stills photographer.
Wisconsin: Bob Purman, director/cameraman; Yannique Purman, produc
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