Baker Smith directed this spot in which we are introduced to a woman as she wakes up and gets ready for work. Her early morning routine is pretty mundane–except that she’s a winged fairy. This magical dynamic in turn carries over to Bouygues Telecom as part of a campaign out of DDB Paris. VFX house is BUF, Paris. Spot is part of a campaign produced by harvest films, Santa Monica, and Wanda Productions, Paris.
Credits
Agency: DDB, Paris Alexandre Herve, Gilbert Scher, creative directors; Sebastien Pierre, art director; Fabien Teichner, copywriter; Catherine Guiol /Sophie Megrous, producers. Production Company: harvest,Wanda Productions, Paris Baker Smith, director; Bonnie Goldfarb, executive producer; Christopher Soos, DP.,Florence Jacob, Nancy Gabriel, Claude Fayolle, exec producers.
Visual Effects: Buf Compagnie Christopher Dupuis, lead artist
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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