Mathew Cullen of Motion Theory directed this spot which employs data-driven design based on an infant’s vital signs to demonstrate how IBM smart technology makes hospitals better. Agency is Ogilvy & Mather, New York.
Credits
Agency: Ogilvy & Mather Susan Westre, sr. partner/worldwide executive creative director; Tom Godici, Greg Ketchum, sr. partners/executive creative directors; Rob Jamieson, Chris Van Oosterhout, creative directors; Lee Weiss, executive producer; Rich Fiset, associate producer; Karl Westman, executive music producer. Production Company: Motion Theory Mathew Cullen, director; Javier Jimenez, exec producer; John Marx, line producer; Guillermo Navarro, DP. Visual Effects: Motion Theory Kaan Atilla, Mathew Cullen, creative directors; Patrick Nugent, producer; John Fragomeni, VFX supervisor; Angela Zhu, art director; Paul B. Kim, Satomi Nagata, design leads; Heidi Berg, Leanne Dare, Kenneth Lee, designers; Sean Looper, Trevor Tuttle, on-set FX supervisors; Marion Spates, 3D/Nuke FX lead; Trevor Tuttle, 3D/lighting lead/pre-visualization;
Brandon Lester, Gil Hacco, Casey Hupke, John Robson, 3D artists/animators; Joe Cullen, matchmover; Danny Koenig, comp lead; Andrew Ashton, Chris Riehl, Daniel Rasc
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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