Psyop and AKQA teamed on this ominous announcement trailer for the game “Wolfenstein: The New Order” (from MachineGames and published by Bethesda Softworks). While the game isn’t slated for release until this fall, this teaser trailer is designed to whet appetites by depicting an alternate 1960s’ “Wolfenstein” reality universe where a Nazi war machine has taken over the world.
Credits
Agency: AKQA Michael Powell, Akira Takahashi, creative directors; Andy Haynes, sr. motion designer. Production Company: Psyop Psyop, director; Jon Saunders, creative director/designer; Lucia Grillo, exec producer; Jen Cadic, producer; Edward Laag, Kenesha Sneed, Ram Bhat, designers; Editor: Cass Vanini, editor; Robin Nishio, storyboard artist; Eban Byrne, lead technical director and VFX; Todd Akita, lead technical director; Pat Porter, Kitty Lin, Eric Chou, animation; Dan Fine, Bryan Eck, Jordan Harvey, modeling; Zed Bennett, rigging; Fabio Piparo, VFX; Jonah Friedman, Andy Gilbert, Keith Kim, Oliver Castle, Andy Hara, Brandi Diminio, Michelle Ko, lighting; Nick Tanner, lead compositor/Flame artist; Bo Kim, Tim Regan, Tobey Lindback, compositing. Music: COPILOT Strategic Music + Sound Jason Menkes, music producer; Ravi Krishnaswami, arranger Audio: COPILOT Strategic Music + Sound Ravi Krishnaswami, mixer.
Video Tags:AKQA
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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