Psyop directed this fantastical journey from sea to land reflecting the benefits of broadening out beyond one’s confines to discover a whole new world. Agency is BBDO New York.
Credits
Agency: BBDO New York David Lubars, chairman/chief creative officer; Greg Hahn, copywriter/executive creative director; Ralph Watson, executive creative director; Matt Vescovo, copywriter/art director; Elise Greiche-Pavone, executive producer; Jennifer Cyrier, assistant producer; Melissa Chester, executive music producer. Production Company: Smuggler,Psyop ,Psyop, director; Eben Mears, creative director/designer; Jon Saunders, creative director; Lucia Grillo, exec producer; Nancy Nina Hwang, producer; Sean Sullivan, associate producer. Visual Effects: Psyop Pakorn Bupphavesa, Dave Barrosin, Todd Akita, Damon Ciarelli, Alvin Bae, Andy Jones, Ciaran Moloney, Miguel Salek, Ed Manning, Jimmy Gass, Lee Wolland, Rie Ito, Tom Cushwa, Dan Fine, Jae Ham, Michael Shin, Larry Ruppel, Anderson Ko, Jason Goodman, Xuan Siefert, Keith Kim, CG; Jason Conradt, Borja Pena, Nick Tanner, Gabriel Regentin, Julian Ford, Jeen Lee, Fred Kim, compositing; Jon Saunders, Ben Chan, Daphne Yap, Gordon Waltho, Lutz Vobel, S
Screenwork Type:Top Spot
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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