Baker Smith of harvest introduces us to kids who envision how their first day of the school year will play out. In “Cafeteria” we meet a youngster who’s grown over the summer and is looking to stake his claim. He walks through an empty cafeteria, setting the stage for what will be his first day back at noon lunchtime–all the while accompanied by another lad who’s beating a drum. Agency is Y&R NY.
Credits
Agency: Young & Rubicam, New York Tony Granger, global chief creative officer; Jim Elliot, chief creative officer; Judy Robinson, creative director; Aaron Frisch, creative director/art director; Arun Nemali, creative director/writer; Betsy Shoenfeld, sr. producer. Jill Meschino, executive producer; Nancy Arescu, managing director. Production Company: harvest Baker Smith, director; Bonnie Goldfarb, Rob Sexton, exec producers; Niko Whelan, head of production; Matt O’Shea, producer; Bill Pope, DP; Thomas Ambrose, production designer. Editorial: P.S. 260, Inc. Maury Loeb, editor; Zarina Mak, exec producer; Laura Patterson, 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.”
Read MoreMySHOOT Profiles
Add A Comment