One of the Most Striking Ads of the Year Was Captured on One of the World’s Rarest Cameras
Last month, we were floored by a new campaign from Quality Experience, the new creative shop from ex-DDB global CCO Ari Weiss.
'Power Progress', for fitness brand Tonal, challenged what the brand sees as outdated workout routines. So outdated, in fact, that the message was highlighted in a triumphant two-minute film that takes the viewer back into a black-and-white world of the Victorian era. People - every single one of whom is decked out in impeccably detailed period costume - engage in gruelling, repetitive exercises, such as banging anvils, lifting kettlebells, riding penny-farthing bicycles, rowing old-time rowboats and swinging battle ropes, to depict how outdated workouts still linger in today’s gyms.
The look and feel of the film is like nothing we can recall seeing in recent advertising, much of which is thanks to Pulse Films director Aube Perrie, who was UKMVA Director of the Year in 2023 and 2024. To capture his vision, Aube and the team use a rare camera, of which there are only three in the world. All of this is backed up by suitably terrifying sound design that's chock full of squealing metal and creaking wood.
The campaign was a favourite of the Americas editorial team this year. "One of my favourites in recent memory," said reporter Ben Conway in our round-up of the team’s favourite ads.
To find out more about how all this came to be, LBB's Addison Capper spoke with Meg Douglass, VP marketing at Tonal, and Cristina Reina, chief creative officer at Quality Experience.
LBB> What kind of brief did you give to Quality Experience? And what were your thoughts when they initially presented you with this idea?
Meg> The brief was to craft a clear narrative around Tonal’s innovative approach to strength, making the product approachable and removing barriers to adoption. We wanted to highlight how Tonal makes workouts more efficient and effective, and we wanted it to be bold, knowing we would launch at a noisy time. ‘Power Progress’ delivered, redefining strength training and positioning Tonal as the future of fitness. There’s a magic moment when the Tonal digital weight engages that is truly transformative, and our launch spot gets closer to bringing that feeling to life than anything we’ve done to date.
LBB> What inspired you to look into the past for this campaign about very modern exercise?
Meg> There’s been a longstanding trend of cardio being the ultimate workout – from bootcamps to spin classes – and that is finally evolving. People are seeing the benefits of strength training to deliver health outcomes beyond muscle, including weight loss, increased energy, and higher quality of life as you age. But you have to push that trend line to the extreme to make it entertaining, which is why QX dipped so far back to the past. When you imagine a line of penny-farthing bikes in a spin class, it’s too fun to ignore – that’s when I knew we had the right script.
Cristina> The strategy behind the new Tonal campaign was to position the brand as a disruptor in the traditional fitness landscape. By drawing a strong contrast between the outdated, old-school workouts and Tonal’s cutting-edge, personalised strength training, the campaign highlights Tonal’s revolutionary design and unmatched workout experience. At its core, the idea is simple: with Tonal, you’re stepping into the future of fitness.
LBB> Tell me about your vision for 'the past' - it's such a bold look and feel! Why was it right for Tonal?
Cristina> Grounded in the Victorian era — where these outdated workouts originated and have barely evolved since — we wanted to depict the past as oppressive, sluggish, and inefficient. It’s a world where old-school fitness methods hold you back and feel suffocating.
That’s why we show the characters struggling with these outdated exercises and exhausting routines, while one visionary woman strives to escape from this world. Tonal represents her breakthrough into the future.
LBB> What were your main influences for the film?
Cristina> For this campaign, we aimed to revive the cinematic, large-scale brand ad style, drawing influence from iconic campaigns like Apple’s '1984' and directors such as Jonathan Glazer. Our goal was to create a narrative that was both timeless and impactful - one that would resonate deeply with viewers.
Aube was the perfect director to execute this vision, skillfully blending classic cinematic techniques with modern filmmaking to deliver a visually striking film that feels both fresh and relevant to today’s audience.
LBB> Aube Perrie recently picked up awards for his music videos. Why was he the right person to bring this bold vision to life?
Cristina> Aube Perrie was the perfect choice to bring our vision to life. His skill in blending classic cinematic storytelling with a fresh, modern filmmaking approach made the campaign visually unique and highly relevant. His background in directing music videos, such as his award-winning work with Harry Styles, was crucial in infusing a distinctive rhythm and raw energy into the film.
Aube’s meticulous approach and unmatched visual craft brought every frame to life as a carefully planned piece of art. From the choice of black-and-white cinematography - captured on one of only three Alexa cameras worldwide capable of achieving this look - to the over 60 sketched-out frames, his attention to detail ensured that each shot was purposeful and visually striking, perfectly capturing Tonal’s bold, premium identity.
LBB> What stage was the project at when he came on board? And how did you work together to build on it to what it eventually became?
Cristina> We had a concept and script in place, and Aube’s treatment brilliantly built upon it. After that, we immediately dove into a close creative partnership to shape and refine every detail of the film together. Each frame and element was meticulously considered, driven by a commitment to the highest level of craft. This partnership culminated in an intense three-day shoot in Bucharest, supported by thorough pre-shoot preparation. When production started, it was all about flawlessly executing the vision Aube had so brilliantly crafted.
LBB> What was the production like? What kind of world did you and Aube build in terms of the set design and overall aesthetics? Give us all the details!
Cristina> Everything was meticulously crafted to bring this vision to life with the highest production value. We spent three intense days shooting in Bucharest, where every detail was carefully curated to evoke the Victorian-era world. From the cobblestone streets to the countryside, the town hall, and the harbour, every location was authentically designed to transport viewers to another time.
The dated workouts - most of which originated precisely in this era - were represented by kettlebells, penny-farthing bikes displayed for a spinning class, battle ropes, and even a rowing machine, all capturing the inefficiency of working out in the past.
Over 150 extras were cast, each dressed in outfits that authentically captured the classic Victorian clothing style. Period-accurate pieces, including corsets, waistcoats, cravats, long skirts, suspenders, and top hats, were all part of the look. We even included training outfits from the time, reinforcing the stark contrast between this dated world and the future-forward world of Tonal.
The world we built was designed to feel visually intriguing, intentionally dated, and somewhat inefficient and sluggish, highlighting the tension between the past and the future.
LBB> Why was Bucharest the perfect shooting location?
Cristina> The decision to shoot the film in Bucharest, Romania, was driven by a combination of aesthetic, logistical, and creative factors that perfectly aligned with our campaign goals. Bucharest offered an ideal blend of old-world charm and modernity. There, we found the perfect locations to bring the Victorian world to life in the most authentic way— from the cobblestone streets to the countryside, the town hall, and the harbor. The bones of each location were already there; we just had to fill them with life. Bucharest also provided the perfect spaces to set up the modern world of Tonal, ensuring a strong contrast between the outdated and the cutting-edge.
Additionally, Bucharest provided an excellent logistical advantage as a major production hub. With a highly skilled local crew and the ability to navigate various locations in a compact timeframe, we were able to maximise our three-day shoot, capturing the full vision efficiently and with a high level of quality.
LBB> In terms of the colour grade, what were your main aims and inspirations?
Cristina> The decision to shoot the campaign in black and white was central to the creative vision. It provided a timeless, sophisticated quality that elevated Tonal's premium positioning, standing in stark contrast to the typical high-energy, colourful fitness ads. The black-and-white aesthetic also served to evoke the Victorian era, reinforcing the theme of outdated workouts and traditional fitness practices.
To ensure this vision was fully realised, we used the aforementioned Alexa camera. This allowed us to achieve exceptional depth and contrast, giving the film a refined, cinematic quality that aligns with Tonal’s exclusive, premium feel.
LBB> I love the sound design/music! As a teenager, I went through a period of listening to quite intense ambient music - there was a guy called Lustmord that I was really into, and it reminds me of him. Please tell me about the decisions you made here for the ad, and the inspirations behind it.
Cristina> For the sound design and music, we aimed to craft an atmosphere that would enhance the oppressive, haunting nature of this outdated world. We needed a piece capable of underscoring the unease of this environment, and we landed on a brilliant composition that builds tension throughout.
The score naturally interplays with the sound design, which played a critical role in reinforcing the inefficiency and antiquated feel of this world. We intentionally emphasised sounds like creaking wood and squealing metal to further convey the feeling of dated inefficiency. A key element we incorporated was the sound of the window knockers - those rhythmic knocks serve as a metronome throughout the film, heightening the sense of monotonous anguish while also providing a rhythmic foundation.
The combination of these elements created an immersive, atmospheric experience that pulls the audience deeper into the story.
LBB> What were the trickiest components and how did you overcome them?
Cristina> The most challenging component of this campaign was the budget. Despite being a high-concept, high-value production, it didn’t have the budget one might expect for a project of this scale. However, the strength of the idea and the unique vision for the film inspired everyone involved to go the extra mile. Our partners fully embraced the project and contributed that extra effort, which ultimately helped bring this ambitious concept to life without compromising the integrity of the vision or execution.
LBB> Meg, this spot is part of an entirely new brand platform. Can you give us the full lowdown of what it involves and how it lives in the world?
Meg> We’re reworking all of our brand touchpoints to align with the new campaign look and feel, which is not a small task, but a worthy one. The new campaign will live in video, digital, CRM, web and retail, as well as our social content, influencer content, live events and partnerships. Progress is our promise, and we deliver it in so many ways that the message really touches everything.
LBB> What other focuses do you have for marketing Tonal right now? And how does this campaign and platform fit within them?
Meg> We have an incredibly active and supportive member base with a sky-high NPS (net promoter score), but in the broader market, our awareness isn’t high. This campaign gives us a megaphone at a critical moment for the business to grab attention and let people know who we are and just how different our experience is from anything else in the fitness category. You really have to feel it for yourself to understand, but compelling creative is the first step to that discovery.
