The Perlorian Brothers of Furlined directed this spot in which a mom saves airfare by putting her son in a pet carrier–the savings can then be applied to an exorbitant cell phone bill. A better solution: Boost Mobile’s pre-paid service. Agency is 180LA.
Credits
Agency: 180 LA William Gelner, executive creative director; Gavin Milner, Grant Holland, creative directors; Jung-shih Wong, art director; Ben Barney, copywriter; Peter Cline, head of production/managing partner; Dave Stephenson, producer. Production Company: Furlined The Perlorian Brothers, directors; Bryan Newman, DP; Diane McArter, managing director; David Thorne, exec producer; Jay Shapiro, producer; Robbie Freed, production designer; Debra Le Claire, stylist. Editorial: Cut + Run, LA Steve Gandolfi, editor, Isaac Chen, assistant editor; Michelle Burke, exec producer; Carr Schilling, producer. Postproduction: MPC (The Moving Picture Company),Mass Market, Los Angeles Mark Gethin, colorist,Sarah Eim, Flame artist. Audio: Eleven Jeff Fuller, mixer; A.J. Murillo, assistant mixer
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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