Isaiah Seret of Prettybird directed this commercial in which online orders are pouring in to Encyclopedia Atlantica, leading to a chain of events which has the company ramping up operations to meet the demand. The resurrection of the encyclopedia paper book business, though, isn't what it seems when the camera reveals the origin of all those online orders. Agency is Goodby, Silverstein & Partners.
Credits
Agency: Goodby, Silverstein & Partners Rich Silverstein, partner; Will Elliott, Patrick Knowlton, associate creative directors; Nick Luckett, art director; Drew Burton, copywriter; Cindy Fluitt, director of production/associate partner; Cat Reynolds, executive producer; Sara Krider, broadcast producer. Production Company: PRETTYBIRD Isaiah Seret, director; Kerstin Emhoff, co-founder/exec producer; Ali Brown, exec producer; Bridgitte Pugh, line producer; James Whitaker, DP. Postproduction: A52 Paul Yacono, colorist. Visual Effects: A52 Megan Meloth, Jennifer Sofio-Hall, exec producers; Daughn Godd Ward, producer; Andy Rafael Barrios, VFX supervisor; Steve Wolff, Dave Levine, Bruno Parenti, Christel �Hazard, Cameron Coombs, Enid Dalkoff, Eric Mattson, 2D; Kirk Shintani, Adam Newman, 3D. Music: Squeak E. Clean Jason Murgo, composer; Carol Dunn, exec producer; Jack Catlin, music & sound design producer; Andres Velasquez, sound designer. Audio: Eleven Jeff Payne, mixer; Ben Free
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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