Stop Working Out in the Past
Award: Yellow Pencil
Yellow Pencil / Direction / Short Form / 2025
Award: Wood Pencil
Wood Pencil / Editing / Short Form
Award: Wood Pencil
Wood Pencil / Production Design / Short Form
Award: Shortlist
Shortlist / Sound Design & Use of Music / Sound Design
Award: Shortlist
Shortlist / Cinematography / Short Form
Tonal’s Power Progress campaign challenges outdated fitness routines, positioning Tonal as the future of strength training. Through a striking black-and-white film, it contrasts inefficient past workouts with Tonal’s sleek, AI-powered system. Set in a Victorian-era world, a woman escapes repetitive exercises like kettlebell lifting and rowing to discover Tonal’s innovation. The film features period-accurate sets and a haunting score. The campaign drove a 200% sales increase, solidifying Tonal as a premium fitness leader ahead of the Tonal 2 launch.
Sorry, this entry appears to have no assets.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.