Johnny Hardstaff of Little Minx directed this voyeuristic tale set in a retro future Shanghai. A covert surveillance operative searches for his criminal quarry. Scanning a polluted city skyline, we see through his technology as he zooms ever deeper into a distant apartment and through the imaginative use of reflections and technology begins to unravel a sinister secret. Through this voyeuristic journey we are led to a climax with dramatic consequences. This short film is one of five in the “Parallel Lines” campaign created by DDB London.
Credits
Production Company: RSA Films In conjunction with Little Minx, Los Angeles.
Johnny Hardstaff, director; Rhea Scott, Little Minx president; Caspar Delaney, line producer; Mark Patten, DP.
Editorial: Final Cut JD Smyth, editor. Postproduction: MPC (The Moving Picture Company) Mark Gethin, George Kyriacou, telecine. Visual Effects: RSA Films Mike Gilbert, Paul McGeoch, 3D artists; Mervyn New, Michelangelo Neri Orliani, Sandra Roach, Claudio Bassi, 2D compositors; Paul McGeoch, VFX supervisor
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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