Tonal Gets Personal in New Campaign from Omelet

Tonal is an A.I.-powered home gym with a digital weights system that intuitively adapts to your strength level, ensuring personalisation, efficiency and effectiveness.

Tonal tapped creative agency Omelet to develop an integrated campaign that brings to life the strength training system’s unique, designed-for-you technology for new customers.

Unlike many strength training products, Tonal grows with you as you get stronger. With adaptive digital weights that adjust in 1 lb increments, 250+ moves, and dozens of advanced sensors that measure movement quality, adapt weights and provide real time form feedback, Tonal is built for the person who values a more personal fitness experience.

The campaign ‘This is personal. This is Tonal.” leans into the unrivalled personalisation a Tonal user experiences using the product. Every strength training journey is personal, and the plateaus people face are unique, but when you use Tonal, it gets to know you, learns about you, and as a result, you become stronger.

Tonal and Omelet partnered with Sammy Rawal and Scheme Engine to bring the spots to life. They feature multiple talent to highlight different fitness journeys, and leverage graphics to illustrate the brand’s fitness intelligence - a visualisation of the personalised experience of Tonal that appears over specific muscle groups as they’re being targeted.

The spots include an original music composition that uses breath and the signature sounds of the Tonal to create a track that is truly unique to the brand.

The campaign launched in January 2024 and will sustain throughout the year, ‘This is personal. This is Tonal.” is a fully-integrated campaign that will be featured across broadcast, OOT, digital, social, CRM, website and retail.

Tonal, Madelyn Sheldon, VP of marketing said, "We set out to develop a campaign that uniquely positions our intelligent and personalised strength training system and conveys the confidence and satisfaction that each member feels when they know they are on the exact right fitness journey. The 'This is Personal. This is Tonal' campaign fully embodies this goal."

“I love the energy in this campaign which is driven by the music, VFX and passionate movement of the talent.”

Omelet, Raul Montes, creative director said, "When you workout with Tonal, you’re getting a whole new kind of personalised experience. So we designed every aspect of this campaign - from the breathing sounds in the original music to the UI-inspired muscle graphics - to bring that personal, intelligent workout to life, in a visceral way."