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    Quality Experience, Director Aube Perrie, The Mill NY Work Out The Future of Fitness For Tonal

    By SHOOTNo Comments185 Views

    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.”

    Credits

    Client Tonal Agency Quality Experience (QX) Ari Weiss, creative chairman; Cristina Reina, chief creative officer; Dan Gonda, CEO; Sherri Levy, Christy Carter, executive producers; Colleen Leddy, chief strategy officer. Production Company Pulse Films Aube Perrie, director; Jake Gabbay, DP; Mino Jarjoura, global president; Casey Engelhardt, exec producer; David French, producer; Chris Harrison, head of production; Gregorio Back, production manager. Editorial Rock Paper Scissors Gwen Ghelid, editor; Jonatas da Silva, assistant editor; Grace Ahn, producer; Cynthia Laplaige, head of production; Justin Kumpata, exec producer; Eve Kornblum, managing director. Finishing/VFX The Mill NY Mikey Pehanich, colorist; Alexandra Lubrano, exec producer; Colleen Valentino, producer; Joanne Lee, production coordinator. Original Music Barking Owl Atticus Ross, composer; Johanna Cranitch, creative director; Ashley Benton, exec producer; Jenna Pangilinan, jr. producer; Carol Dunn, managing director. Sound Design Brian Emrich, sound designer. Audio Post Sound Lounge Tom Jucarone, mixer; Dana Villarreal, exec producer.

    Media Type:Film: Short
    Video Tags:Aube PerriePulse FilmsQuality ExperienceThe Mill NY



    Top Spot of the Week: AlmapBBDO, Director Lu Villaca Team On A Show Of Strength For Women and Johnnie Walker

    Thursday, December 19, 2024

    Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.” Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys. “The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More

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