Squeak E. Clean Productions and Nylon Studios handled the music and sound design, respectively, on this engaging series of slices of life featuring young people socializing and interacting for Puma. Fredrik Bond of MJZ directed for Droga5, New York. The soundtrack song is “Pastel.”
Credits
Production Company: MJZ Fredrik Bond, director; Roman Vas’yanov, DP; Cassie Hulen, Kate Leahy, partners/exec producers; Line Postmyr, producer. Editorial: Marshall Street Editors Patric Ryan, editor; Elena De Palma, assistant editor; Kath Sawszak, exec producer; S.J. O’Mara, producer. Postproduction: Absolute Post (London & New York),Company 3 Melanie Wickham, exec producer; Melissa Stephano, sr. producer; Dirk Greene, lead Flame.,Dave Hussey, colorist. Music: Squeak E. Clean Music by Squeak E. Clean; Chris Smith, head of production/music producer.
Song: “Pastel” Sound Design: Nylon Studios Dave Robertson, sound design. Audio: Nylon Studios Dave Robertson, mixer.
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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