James Wahlberg of Rhythm + Hues Commercial Studios directed this mesh of CG animation and live action which brings words and the Scrabble game board to life in a larger than life fashion for Y&R in Irvine, Calif.
Credits
Agency: Young & Rubicam Brands Anthony Dibiase, executive VP/executive cretive director; Emlie Council, VP/associate creative director/writer; Erik Norgaard, associate creative director/art director; Laura Keseric, director of integrated production; Amanda Menke Corsello, producer. Production Company: Rhythm + Hues Commercial Studios James Wahlberg, director; Paul Babb, exec producer; Kat Dillon, head of production/live action; Lisa White, head of production/VFX; Michael Shores, live-action producer, Los Angeles; Marci Harriott, live-action producer, Vancouver, B.C.; Warren Hansen, DP; John-Mark Austin, CG animation director; Deborah Austin, CG producer; Steve Wellington, editor. Visual Effects: Planet Blue Maury Rosenfeld, Flame artist, previsualization; on-set VFX supervisor; Matt Welch, Flame artist; Milt Alvarez, exec producer; Keith Alexander, associate producer.
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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