Noam Murro of Biscuit Filmworks directed this spot which shows a young couple leaving the hospital and putting their new baby in a carseat nestled in the backseat of their VW Jetta. Just when they are pulling away from the hospital curb, a van cuts in front of the Jetta, barely missing a collision. Agency is Deutsch LA.
Credits
Agency: DeutschLA, Inc. Mark Hunter, chief creative officer; Michael Kadin, Matt Ian, group creative directors; Ryan McLaughlin, sr. art director; Jeb Quaid, Cam Miller, Ben Salsky, copywriters; Vic Palumbo, director of integrated production; Victoria Guenier, director of content production; Jim Haight, executive integrated producer. Production Company: Biscuit Filmworks Noam Murro, director; Shawn Lacy, exec producer; Colleen O�Donnell, head of production; Jay Veal, line producer. Editorial: Spot Welders Inc. Haines Hall, editor; Kai Yu, assistant editor; David Glean, exec producer; J. Patrick McElroy, producer. Music: Elias Arts Song: �Ooh, Child� Sound Design: 740 Sound Design Rommel Molina, Nicholas Interlandi, sound designers; Scott Ganary, exec producer. Audio: Lime Studios Mark Meyuhas, mixer; Matt Miller, assistant; 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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