Star quaterback Peyton Manning has only seconds to throw but instead of being on the field, he thinks out his play–and decision–in a dream world. Running through a long hallway, he tries door after door to find an open teammate only to encounter surreal sights. Ultimately, he snaps back to reality and makes the pass.
Credits
Agency: Goodby, Silverstein & Partners Rich Silverstein, executive creative director; Ronny Northrop, Franklin Tipton, creative directors; Brian Williams, Joel Rodriguez, art directors; Nick Prout, Rus Chao, copywriters; Rob Sondik, producer. Production Company: Anonymous Content Andrew Douglas, director/DP; Andy Traines, executive producer; Dave Morrison, executive producer/head of commercials; Sue Ellen Clair, head of production; Tony McGarry, producer. Editorial: HutchCo, Los Angeles Jim Hutchins, editor; Jane Hutchins, executive producer Visual Effects: Brewster Parsons, Santa Monica Nick Brewster, VFX supervisor/lead compositor; Darcy Parsons, producer. Sound Design: tinitus Francois Blaignan, sound designer. Audio: Lime Studios Rohan Young, Loren Silber, Dave Wagg, mixers; Jessica Locke, producer.
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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