Shilo directed this spot in which a girl shapes from clay her perfect community, noting that people can build their own ideal community by participating in the U.S. Census. Spot is out of GlobalHue Latino, New York.
Credits
Production Company: Shilo Shilo, director; Jose Gomez, creative director; Mike Slane, associate creative director/compositor; Martin Ahlgren, DP. Santino Sladavic, exec producer; Hilary Wright, sr. producer; John Gomez, line producer; Brittany Geber, coordinator; Blake Guest, 3D lead/3D model-animation; Trentity De Witt, Zach Christian, Mason Stapleton, Colin Cromwell, 3D model/animation; Eric Anderson, Walter Schultz, 3D lighting/rendering; Ed Laag, compositor; Tim Turner, Nathan Davies, rotoscoping/3D tracking; Adam Bluming, Akira Chan, editors. Postproduction: Company 3 Dave Hussey, colorist Music: Face the Music Santa Monica, New York Face The Music, composer; Adam Joseph, exec producer. Audio: Penny Lane Studios Robert Sorrentino, engineer; Jackie Sparks, producer.
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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