Noam Murro of Biscuit Filmworks directed this spot which places us inside a burning house. We follow the fire from one room to the next, witnessing a fireman falling through the floor and eventually rescuing a young lad. Agency is Grey, New York. Visual effects house is MPC LA.
Credits
Agency: Grey | New York Pamela Duckworth, senior director advertising; Tor Myhren, chief creative officer; Todd Tilford, executive creative director; Denise O๏ฟฝBleness, creative director; Luis Romero, creative director/art director; Andrew Chinich, executive producer; Lindsay Myers, assistant producer; Josh Rabinowitz, diector of music; Ryan Duda, Zach Pollakoff, music producers. Production Company: Biscuit Filmworks Noam Murro, director; Simon Duggan, DP; Colleen O๏ฟฝDonnell, Shawn Lacy, executive producers; Jay Veal, line producer. Editorial: Spot Welders Inc. Haines Hall, editor. Visual Effects: MPC (The Moving Picture Company) Franck Lambertz, VFX supervisor/Flame lead; Michael Wynd, VFX supervisor/lead 3D; Brinton Jaecks, Brendan Smith, Elliott Brennan, Katerina Arroyo, Nuke; Ben Persons, matte painter; Ben Davidson, Smoke; John Cherniack, Ross Denner, Jessie Amadio, 3D. Music: Stimmung Robert Miller, composer. Sound Design: Noises Digital Kim Christensen, sound designer.
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, โPower Progress,โ 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 Webbyโs 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 Perrieโs body of work includes music videos for Harry Styles, Megan Thee Stallion, and RMโs โLOST!โ
โSports marketing has had a long history of breakthrough advertising,โ said QX creative chairman Weiss. โWe 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 doesnโt happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.โ
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