Sometimes briefs are incredibly direct. Those are the moments where we get to play with solutions and experiment. Those are the best moments, at least when you have a brand that understands there’s magic in that formula. That was this brief. So let’s start with our prompts…

“How can we bring people into the world of an intelligent home gym that truly delivers a full body workout and has the footprint of a flatscreen?”
“We’re shooting with LeBron James in 3 weeks for 6 hours…what are we doing?”

The result unfolded into one of those sprints that was four and a half days of actual fun.

Our solve: The creation of two primary pieces of content and a suite of scrappier, social-oriented assets that bring our audience into LeBron’s workout with Tonal, aimed at showcasing the gym’s ability to take the thinking out of training so that you can focus on one thing: your workout.

We mapped these out across our social landscape, performance marketing outlets, banners, emails, and retail moments to create one of Tonal’s most successful campaigns at a fraction of the marketing spend and a few free reposts and stories from King James himself (we’re glad he liked the work.)

MEDIA  Content / Social / Email / Retail
ROLE  Creative Director of Brand
BRAND  Tonal