Agency: TONAL



TONAL - NEW YORK COACHES - Directors cut

Director Richie Ellis has transforms the gritty streets of New York into a riveting urban canvas for Tonal's NYC COACHES campaign. Breaking free from the polished norms of traditional advertising, this collaboration between a maverick director and the iconic sportswear brand is poised to redefine the boundaries of commercial storytelling.

"The Tonal brief beckoned with an irresistible promise – an opportunity to not just capture athletes in action, but to choreograph a visual symphony where grit meets grace. The challenge of infusing the raw energy of New York City's streets into the narrative excited me. It's more than a commercial; it's an ode to the urban spirit, an exploration of how the relentless heartbeat of the streets can echo the very essence of Tonal’s ethos. This isn't just about fitness; it's about creating a cinematic journey where athleticism meets the pulsating rhythm of the metropolis, and I couldn't resist the invitation to bring this vision to life." says Richie Ellis

This professional campaign titled 'NEW YORK COACHES' was published in United States in February, 2024. It was created for the brand: TONAL, by ad agency: TONAL. This Content and Film media campaign is related to the Fitness, Health, and Sports industries and contains 4 media assets. It was submitted 21 days ago.


Director: Richard Ellis
EP: Jess Weiss
Production Coordinator: Jeniffer Hernandez
DP: Brendan Babinski
1st AC: Niko Feldman
2nd AC: Jim Cole
Gaffer: Dominic Ciofalo
Stylist: Jasmine Boerner
HMU: Laura Lemire

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