To bring meaning to Tonal’s ‘Power Progress’ brand positioning, we set out to dismantle the myth of perfection. Proving that progress, rep by rep, is really what makes the difference.

To do so we went directly at the source of Perfection ideals – Greek statues. Using these classical statues as symbols of outdated standards, the spot powerfully illustrates the breaking down of old ideals. Every Tonal rep taken chips away at the notion of perfection, limb by limb, transforming fitness into an act of liberation rather than rigid aspiration.

Filmed practically, the campaign captures the statues’ cracking in raw, unembellished detail, moving decisively away from the gloss so often seen in fitness advertising. The choice to shoot in infrared reveals the underlying details of both the statues and humans, taking away any mask of perfection.

The result is a piece of explosive visual poetry that captures Tonal’s belief that strength isn’t about flawlessness, it’s about breaking free from it.