Daniel Kleinman of Rattling Stick, London, and bicoastal Epoch Films directed this :60 which shows a student fast asleep after studying all night for a final exam in history. Unfortunately it’s 11:25 a.m. and his test starts in five minutes. But not to worry–historical figures spring to life from his textbooks and figure out a way to rouse the lad.
Credits
Agency: Wieden+Kennedy | Portland Mark Fitzloff, Susan Hoffman, executive creative directors; Hal Curtis, Sheena Brady, creative directors; Brian Murphy, copywriter; Nate Miller, art director; Ben Grylewicz, executive producer; Jennifer Fiske, producer. Production Company: Rattling Stick, London,Epoch FIlms, NY Office Daniel Kleinman, director; Johnnie Frankel, exec producer; Antonio Paladino, DP.,Jerry Solomon, exec producer; James Hatcher, line producer. Editorial: Cut + Run, LA Steve Gandolfi, Isaac Chen, editors; Michelle Burke, post executive producer; Carr Schillling, post producer. Visual Effects: MPC (The Moving Picture Company) Chris Allen, producer; Stefano Salvini, Jonathan Davies, line producers; Heather Goodenough, production assistant; Yourick Van Impe, Robin Carlisle, VFX supervisors; Michael Gregory, Mikael Pettersson, Matthew Unwin, Rob Walker, 2D team; James Bailey, Anthony Bloor, Andrew Brooks, Jason Brown, Tim Civil, Craig Crane, Adam Elkins, Daniel Elliot, Guy Elson,
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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