Fredrik Bond of MJZ directed this spot which takes us on a freeze frame journey of a baby’s disruptive exploits at a loft party. The frozen vignettes strikingly convey the feeling of speed as the baby is one step ahead of his father who is in hot pursuit. VFX house was MassMarket. Agency is JWT New York.
Credits
Agency: JWT New York Walt Connelly, executive creative director; Richie Glickman, creative director; David Suarez, art director; Daniel Gonzalez, copywriter; Aaron Padin, head of art; Chadwick Whitehead, title animation; Clair Grupp, director of integrated production; Joe Calabrese, director of brand production; Owen Katz, senior integrated producer; Mike McLoughlin, assistant producer. Production Company: MJZ Fredrik Bond, director; Hoyte van Hoytema, DP; Lisa Margulis, executive producer; Jeff Scruton, senior executive producer; Nicholas Wrathall, producer. Visual Effects: MassMarket Justin Lane, Rich Rama, executive producers; Nancy Nina Hwang, Marcus Lansdell, producers; Justin Romero, associate producer; Cass Vanini, editor; Damon Ciarelli, CG supervisor; Andy Jones, CG lead; Todd Akita, Jonah Friedman, Soo Hee Han, Xuan Siefert, CG artists; Tom Cushwa, CG modeler; Ian Brauner, CG pre-vis; Joerg Liebold, tracking lead; Denis Trutanic, tracking; David Parker, lead Flame; Jamie Scott, Joanne
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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