Framestore handled visual effects on this spot in which a young man has to put his dreams aside in order to stay at home–more specifically in the field where he has a special talent for harvesting Skittles. Guy Shelmerdine of Smuggler directed for TBWAChiatDay, New York.
Credits
Agency: TBWA/Chiat/Day, Inc Mark Figliulo, CCO; Rob Baird, creative director/art director; Alisa Sengel Wixom, associate creative director/copywriter; Kris Wixom, associate creative director/art director; Matt Bijarchi, executive producer of Media Arts; Ozzie Spenningsby, director of broadcast production; Jason Souter, sr. producer. Production Company: Smuggler Guy Shelmerdine, director; Patrick Milling Smith, Brian Carmody, Lisa Rich, exec producers; Kathy Rhodes, producer; Mott Hupfel, DP. Editorial: Cut + Run, LA Jon Grover/Steve Gandolfini, editors; Zach Neumeyer, Isaac Chen, assistant editors; Ashely Carrier, Carr Schilling, producers. Postproduction: Company 3 New York Tim Masick, colorist Visual Effects: Framestore NY,Brand New School Maryanne Butler, sr. Flame artist; Miyuki Shimamoto, Flame artist; Mary Nockles, producer; James Razzall, exec producer.,Graphics: Ned Brown, exec producer; Jens Gehlhaar, creative director; Josh Wakefield, producer; Robin Kim, Peter Murphy, a
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.”
Read MoreMySHOOT Profiles
Add A Comment