Keith Schofield of Caviar directed and Teddy Gersten of Butcher edited this viral PSA in which Sean Penn shows he’s a real man when it comes to using an iron. His masculine adaptation of ironing is using it as a means to make a grilled cheese sandwich. This comedic approach to what real men do is juxtaposed with a serious issue, human trafficking as the spot declares that “real men don’t buy girls.” This spot is one of seven in a celeb-driven campaign.
Credits
Production Company: caviar Keith Schofield, director; Damian Acevedo, DP; Michael Sagol, exec producer; Madeline Shapiro, producer. Editorial: Butcher Editorial Teddy Gersten, editor; Zac Dych, assistant editor; Chrissy Hamilton, post producer. Postproduction: MPC (The Moving Picture Company) Ed Koenig, telecine artist. Audio: Eleven Scott Burns, mixer.
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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