Mike Maguire directed this spot in which a man breaks a cardinal rule of Bruins
hockey–leaving the arena during a game’s overtime period in order to beat the
traffic. Reminding him of his faux paus is a bruin waiting for him at the foot
of an arena escalator. The feisty bear shows him the error of his ways as
conceived by agency Mullen.
Credits
Agency: Mullen Mark Wenneker, executive creative director; Jamie Ferreira, group creative director; Jesse Blatz, sr. art director; Greg Almeida, sr. copywriter; Lisa Near, director of integrated production; Zeke Bowman, executive producer.
Production Company: Picture Park,Soundtrack Recording Group Mike Maguire, director; Patrick Ruth, DP.,Mike Secher, mixer. Postproduction: Company 3 New York Victor Mulholland, colorist Visual Effects: Brickyard VFX,Superfad Jimi Simmons, Sean McLean, VFX artists; Amy Appleton, producer.
,Graphics
Screenwork Type:Best Work
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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