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Tonal – Power Progress

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Created by Quality Experience and directed by Aube Perrie through Pulse Films, this gruesome spot from home fitness brand Tonal, titled Power Progress, draws inspiration from the dark aesthetics of German expressionist cinema to portray a grisly journey through exercise in the Victorian era.  

In distorted monochrome vignettes, we see people engaged in painful, repetitive exercises like 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lifting kettlebells, riding Penny Farthing bicycles, rowing old-time rowboats and swinging battle ropes to depict how outdated workouts still linger in today’s gyms.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 director added: "Working on Tonal felt like entering a development sanctuary. The trust and vision Ari puts in a director, how he allows for total creative space, paved the way for a project like no other, built by a shared obsession for uncompromising substance and imagery. Designing this old and bleak world and the light and progress storming into it, alongside the most committed and passionate people all along the journey, has for us truly been by far one of the most exciting projects of the year."

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