The fitness industry has been overcome with ‘perfect’ ideals, especially when it comes to Pilates. Setting standards for the perfect body, perfect form, perfect everything. But perfection isn’t real. Tonal’s new campaign, Progress Beats Perfection, flips the script, celebrating real effort over unattainable ideals. 

To launch Tonal’s new Pilates & Strength program, we partnered with Kristin McGee, Tonal’s new coach who recently made the move from Peloton and is known for approachable, mindful movement. Shot in raw, infrared documentary style by director Leigh Powis, the campaign follows Kristin through honest, vulnerable moments that show what progress really looks like: wobbles, self-doubt, and all.