Welcome to a world where everything is gasoline-powered from the dentist’s drill to your office desktop computer, your hair dryer, even your alarm clock–all the while belching out air pollution. That’s the world created by The Mill LA and director Dante Ariola of MJZ for TBWAChiatDay, Los Angeles. The remedy: Nissan’s 100 percent electric LEAF automobile.
Credits
Agency: TBWAChiatDay, Los Angeles Rob Schwartz, chief creative officer; Jack Neary, chief creative officer (TBWA oronto); Chris Adams, Margaret Keene, group creative directors; Tito Melega, creative director; Alen Oke, Mark Mason (both creative directors at TBWA oronto); Glenn Sanders, Dylan Schwartz, Chris Lynch, Jeff Kemhadjian, associate creative directors; Jonathan Smith, associate creative director (TBWA
oronto); Bill Hornstein, Alex Haglund, Vlad Ivangorodsky, art directors; Rodger Eyre, art director (TBWA oronto); Dyklan Meagher, Marcin Markiewicz, Ron Schlessinger, copywriters; Richard O’Neill, executive director of integrated production; Elaine Hinton, executive producer; Carrie Schaer, Elizabeth Giersbrook, sr. producers; Esther Ruurda, Alex Meade, assistant producers. Production Company: MJZ Dante Ariola, director; Jeff Scruton, David Zander, exec producers; Natalie Hill, line producer; Matthew Libatique, ASC, DP; Christopher Glass, production designer. Editorial: MacKenzie Cu
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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