Ari Merkin, chief brand officer at AgencyTen, wrote and directed (via production house Supply and Demand) this online spot in which one office worker after another talks in rhyme about their disdain for co-worker Jane. They are clearly jealous of her because she always seems to be one step ahead in the fashion stakes, dressing to impress and livening up an otherwise drab office setting and workforce. What keeps her a step ahead in fashion and style? WishClouds’ app tells her whenever stylish items she’s interested in are on sale.
Credits
Production Company: Supply & Demand Ari Merkin, director; Tim Case, Charles Salice, Kira Carstensen, exec producers; Nathan de la Rionda, head of production Charleen Manca, head of postproduction; Steve Ross, line producer; Neil Shapiro, DP; Greg Blair, art director; Joe Blake, casting. Editorial: BEAST, Los Angeles Stephane Pereira, editor, Jerry Sukys, exec producer; Darby Walker, head of production; Ryan Dahlman, assistant editor. Music: Human Audio: 740 Sound Design
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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