TONAL

Unbeatable technology. Unbeatable talent.

Tonal was looking to expand its audience. To do so, it needed to achieve two goals- make a splash in a crowded home fitness market and drive understanding of it’s incredible-yet-kinda-complicated technology. We partnered with Tonal investor LeBron James on a launch campaign that showcased the machine in elevated, tangible ways that increased understanding and credibility with every interaction.

Our media buy centered heavily around MLB post-season games, meaning most of our audience would be watching from noisy bars or with friends. We set out to create a spot that would communicate Tonal’s sophisticated technology with or without sound. Shot on film by director Paul Hunter, the resulting spots put Tonal at the center of a beautiful and subtle homage to LeBron James’ strength on and off the court.