The Mill, London, turned out this Super Bowl commercial in which we see a black beetle scurry about through the obstacles of nature, thus capturing the spirit of the VW bug. Agency was Deutsch LA. Dante Ariola directed for MJZ.
Credits
Agency: DeutschLA, Inc. Eric Springer, EVP/group creative director/copywriter; Michael Kadin, EVP/group creative director/art director; Jim DiPiazza, VP/associate creative director/copywriter; Mark Peters, VP/associate creative director/art dierctor; Matt Sherman, copywriter; Paul Oberlin, art director; Vic Palumbo, EVP/director of integrated production; Marisa Wasser, sr. producer/music supervisor. Production Company: MJZ Dante Ariola, director; Fred Elmes, DP; Jeff Scruton, exec producer. Editorial: Union Editorial Jim Haygood, editor; Dylan Firshein, assistant editor; Michael Raimondi, exec producer. Visual Effects: THE MILL, London Tim Bussell, shoot supervisor/3D lead artist; Rob Sethi, Patrick Krafft, shoot supervisors; Juan Brockhaus, lead 3D artist; Barnsley, Darren Christie, lead 2D artists; Adam Scott, colorist; Gemma Smith, VFX producer. Sound Design: 740 Sound Design Andrew Tracey, Eddie Kim, Amber Tisue, sound designers; Scott Ganary, exec producer. Audio: Elev
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