A young woman employee of a hip clothing store falls off a ladder while trying to hang a banner, crashing through a glass display case below. As a fellow worker calls for help, the bloody victim stands up and declares, “This is no accident!” She contends the company should have replaced the ladder years ago, and neglected to institute a proper safety policy. Viewers are directed to Prevent-it.ca. for more info.
Credits
Agency: DraftFCB | Chicago Robin Heisey, EVP/creative director; Joe Piccolo, group creative director/art director; Chris Taciuk, associate creative director/copywriter; Graham Tingle, art director; Jef Petrossi, copywriter; Pam Portsmouth, producer. Production Company: Soft Cell, Toronto.,Smuggler Link York and Eva Preger, executive producers; Merrie Wasson, producer; Jeff Low, production manager. Shot on location in Toronto.,Happy, director; Christopher Soos, DP, Brian Carmody and Patrick Milling Smith, executive producers Editorial: School Editing Johnny Devries, editor. Postproduction: Notch Gary Chuntz, colorist. Visual Effects: Framestore NY Murray Butler, senior Flame artist; James Razzall, senior producer; Talia Marash, 2D assistant. Sound Design: RMW Music Vlad Nikolic, mixer/sound designer. Audio: RMW Music Ted Rosnick, audio producer/director.
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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