Superfad directed this animated spot in which a rabbit foot factory shutters operations as lights dim, the large business sign flickers one last time and heavy machinery grinds to a halt–at which point a solitary rabbit emerges from the factory, still with all its feet attached. A voiceover relates, “With sixteen chances to win, who needs luck?” The 16 chances can be found on a California Lotto scratcher game. Agency is David&Goliath, Los Angeles.
Credits
Agency: davidandgoliath David Angelo, chief creative officer; Colin Jeffery, executive creative director; John Battle, Jason Karley, creative directors/copywriters; Phil Covitz, associate creative director/art director; Jeff Mullen, associate creative director/copywriter; Todd Rone Parker, art director; Carol Lombard, executive producer; Leticia Martinez, producer. Production Company: Superfad Superfad, director; Kevin Batten, exec producer; Darren Jaffe, head of production; Danielle Hazan, producer; Raphael Protti, lighting TD; Stuart Scanlon, lighting TD/modeling; Yas Koyama, 3D modeler/previs; Rommel Calderon, 3D modeler; Tim Kadawaki, 3D particles; Andrew Soria, 3D; Claudia Yi Leon, Sandy Chang, compositors; Thom Price, matte painter; Pedram Shohadai, rabbit-fur; Ian Mankowski, character animator; Matt Lydecker, Flame; Jeff Jenkins, editor.
Music: Beacon Street Studios Andrew Feltenstein, John Nau, composers. Sound Design: Massive Music Chris Campanaro & Scott Cymbala, sound design
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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