The spot reflects the energy and excitement of the New York experience through one family’s journey through the five boroughs. As their journey unfolds, the spot uses live action and animation to bring to life iconic images, including Yankee Stadium, Times Square, Coney Island, the Staten Island Ferry and the Unisphere.
Credits
Agency: Bartle Bogle Hegarty, New York. Kevin Roddy, ECD; Paul Foulkes, CD; Craig Smith, art director; Adam Reeves, copywriter; Bruce Wellington, head of TV; Melissa Bemis, producer;Andrew Nathan Group, account director Production Company: Motion Theory Mathew Cullen, Jesus de Francisco, directors; Marcelo Durst, DP; Bernard Rahill, producer; Javier Jimenez, EP Postproduction: Method Clark Mueller, colorist Visual Effects: Motion Theory Nick Losq, VFX Supervisor; Matt Winkel, VFX producer;Emily Foster, coordinator;Andrew Romatz, CG supervisor; Chris
Clyne, Na Song, Mike Cahill, Nathaniel Lane, Heekyung Shin, Chris Soyer, John Tumlin, Keith Yakouboff, Danny Zobrist, Vi Nguyen, David Chow, 3D Artists; Sean Deveraux, Marc Rienzo, Danny Yoon, Matt Motal, compositors; Mark Kudsi, art director;Rob Resella, Jake Sargeant, Aaron Bjork, Krystal Chinn, Ryan Gibson, Mark Kulakoff, Miwa Matreyek, Evan Parsons, Blake Trickey, Paul Yeh, designers; Carm Goode, Ray Fenwick, Steve Harrington, Ryan Wal
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.”
Read MoreMySHOOT Profiles
Add A Comment