Noam Murro of Biscuit Filmworks directed this spot in which a village appears on the verge of being destroyed by fire. Among the casualties would be the Jameson distillery and the whiskey it houses. In this tall tale, John Jameson saves the village–and the precious whiskey–by starting another catastrophe: a flood. Visual effects houses were Method and Scanline. Creative came from TBWAChiatDay, New York.
Credits
Agency: TBWA/Chiat/Day, Inc Mark Figliulo, chairman/chief creative officer; Jonathan Mackler, creative director; Anthony DeCarolis, associate creative director/art director; Erik Fahrenkopf, associate creative director/copywriter; Jason Souter, sr. producer of Media Arts. Production Company: Biscuit Filmworks Noam Murro, director; Shawn Lacy, sr. executive producer; Colleen O�Donnell, exec producer; Jay Veal, line producer; Gary Naccarato, creative post supervisor; Thomas Sigel, DP; John Beard, production designer; Mark Taylor, assistant director. Editorial: Spot Welders Inc. Brad Waskewich, editor; Joanne Ferraro, exec producer; Marlo Nespeca, Anchor Mak, assistant editors; Amanda Slamin, producer. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist Visual Effects: Method Dan Glass, sr. creative director; Gabby Gourrier, sr. exec producer; Sascha M. Flick, VFX producer; Jeff Willette, CG supervisor; Chris Bankoff, compositing supervisor; Todd Herman, CG lead, Maya;
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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