Martin Granger of Moxie Pictures directed this slice of life in which a woman is about to take her kids to a fast food restaurant. Upon opening her front door to leave the house, she encounters a blacksmith from yesteryear on her front stoop. He’s holding a disconnected fast food restaurant squawk box in his hand. He then offers another option in the form of an iron skillet containing a box of Velveeta Cheesy Skillets. Agency is Wieden+Kennedy, Portland, Ore.
Credits
Agency: Wieden+Kennedy | Portland Karl Lieberman, Danielle Flagg, creative directors; Laddie Peterson, copywriter; James Moslander, art director; Matt Hunnicutt, Jennie Lindstom, sr. agency producers; Mark Fitzloff, Susan Hoffman, executive creative directors; Ben Grylewicz, executive producer. Production Company: Moxie Pictures Martin Granger, director; Heidi Soltesz, line producer; Karol Marrs, exec producer; Dion Beebe, DP. Editorial: Joint Editorial, Portland, Ore Tommy Harden, editor; Steve Sprinkel, assistant editor; Ryan Shanholtzer, editorial producer; Patty Brebner, exec producer. Visual Effects: A52 Jesse Monsour, VFX supervisor/VFX artist; Meredith Tomasulo, VFX producer; Jennifer Sofio Hall, exec producer; Steve Wolf, VFX artist. Audio: Lime Studios Loren Silber, mixer; Jessica Locke, producer.
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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