NEW YORK COACHES

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