What appears to be a medical team descends upon a girl in a hospital bed as if responding to an emergency. However, they proceed to convert her austere surroundings into a homey bedroom, replete with all the stuff you’d expect to find in a young girl’s room. A voiceover explains that Lexus doesn’t look to minimize the impact of an accident–but instead to help you avoid accidents entirely.
Credits
Agency: Team One Chris Graves, creative director; Dave Horton, copywriter; Kevin Smith, art director; Jennifer Weinberg, producer. Production Company: MJZ Nicolai Fuglsig, director; Salvatore Totino, DP. Editorial: Butcher Editorial Rob Van, editor; Rachael Connelly, producer. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist Visual Effects: A52 Mark Tobin, executive producer; Pat Murphy, Kirk Balden, Flame/Inferno artists; Jenny Bright, producer. Audio: Juice West Bob Gremore, mixer
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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