A man repeatedly tries to break the cast on his arm in different ways but without success until the very end. Upon finally shattering the cast, we find out it’s where he had hidden his prized Washington lottery raffle ticket.
Credits
Agency: Publicis, Seattle Bob Moore, Publicis USA chief creative officer; Rob Rich, executive creative director; Parag Tembulkar, group creative director; John Meyer, art director; Todd Mitchell, senior copywriter; Derek Ruddy, director of broadcast; Mary Ellen Farrar, senior producer. Production Company: Biscuit Filmworks Jim Hosking, director; Shawn Lacy, executive producer; Caroline Pham, line producer; Marten Tedin, DP. Editorial: Collective Kelly Vander Linda, editor. Postproduction: Flying Spot Jeff Tillotson, colorist Audio: Pure Audio Scott Weiss, Justing Braegelmann, mixers.
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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