Don’t let a centuries-old workout get you down
A new film from Tonal dials back to the Victorian Era to demonstrate how outdated workouts no longer have a place in today’s tech-driven world.
“The Future of Fitness” shows people three centuries ago rowing boats, swinging battle ropes, riding penny farthing bicycles and more. They grind away to get their daily workouts.
Ultimately, one woman breaks away from such drudgery and, entranced, heads toward a glowing white screen…
In the film, Tonal, a strength training system that combines digital weight tech with AI-powered coaching, seeks to highlight its innovations in personal fitness. Quality Experience helped develop the campaign.
“Traditional strength training methods have stayed largely stagnant since the early 1900s, and as consumers increasingly seek efficiency and innovation in all aspects of their lives, there’s a growing desire for a new, smarter approach to fitness,” QX’s chief creative officer Cristina Reina tells Muse. “Tonal represent a significant leap forward. By contrasting outdated, ineffective methods with the next generation, this film positions Tonal as the future of fitness.”
The ad accompanies the launch of Tonal’s new brand platform, “Power Progress,” marking an expanded direction that includes strategy, messaging, integrated campaign assets and design.
The film, shot in black and white, was directed by Aube Perrie of Pulse Films. While tech is the focus, the spot relied on traditional filmmaking, using standard cameras and actors, not AI.
“By combining classic CG and visual effects techniques with an array of tools—like Autodesk and Houdini—we’ve achieved something truly unique,” says John Leonti, creative director at production house The Mill, which worked on the project.
The monochrome aesthetic, even for scenes set in the present, “conveys a timeless, sophisticated quality that sets it apart from the typical vibrant, high-energy visuals found in fitness advertising,” says Reina.
“The Future of Fitness” was shot over three days in Bucharest, which offered a blend of old-world charm and modernity. Its cobblestone streets, countryside, town hall and harbor helped bring the Victorian vibe to life.
The work drew inspiration from epic campaigns such as Apple’s “1984” and directors including Jonathan Glazer.
Adds Reina: “In today’s saturated market, rational arguments aren’t enough to stand out. Our strategy was to create a high-craft, emotionally resonant piece that reflects Tonal’s premium nature while also highlighting its efficiency and technological superiority, addressing the pain points of traditional fitness methods.”
“The Future of Fitness” launches on Black Friday and will run through the New Year, airing across connected CTV, linear television and social channels.
Shahnaz Mahmud
Shahnaz Mahmud is a contributing writer to Muse by Clio.
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