World-class athletic superstars from varied sports train together in this Nike tour de force, accompanied by the pronounced breathing sounds of all the competitors.
Credits
Agency: Wieden+Kennedy, Shanghai Frank Hahn, creative director; Kai Zastrow, art director; Eric Cruz, executive art director; Nathan Goldberg, copywriter; Elissa Singstock, Robyn Boardman, producers. Production Company: HSI Productions Paul Hunter, director; Tim Lynch, producer; Matthew Libatique, DP Editorial: Rock Paper Scissors Angus Wall, Brad Waskewich, editors; Linda Carlson, Carol Lynn Weaver, executive prdoucers; Paul Plew, assistant editor. Postproduction: Company 3 Los Angeles Stefan Sonnelfeld, colorist; Missy Papageorge, producer Visual Effects: Moneyshots Post, Santa Monica Elad Offer, creative director/lead VFX supervisor; Yuji Yagasaki, lead 3D artist/3D supervisor; Wolfgang Maschin, Phil Broste, Eric DeHaven, Maya Korenwasser-Bello, compositors; Brian Taylor, Eric Deinzer, Mattaniah Yip, rotoscopers Nick Brooks, additional on-set VFX supervision; Kristien Hamilton, exec producer; Daniel Mansury, VFX producer; Kristina Maniatis, assistant VFX producer; Matthew Lam
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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