We love projects that combine creativity and fun. This time, we partnered with Québécois burger chain, La Belle et La Boeuf to craft a TV spot just in time for the NHL preseason. Our star? Montreal Canadiens defenseman, Arber Xhekaj, promoting his signature burger, “Le Shérif,” in a playful, western-themed burger showdown.
The Challenge:
With less than two weeks to go from concept to delivery, the task was clear but bold: La Belle et La Boeuf wanted to leverage the hype of a new hockey season, tempting sports fans with their new star item—Le Shérif. The concept had to be fun, on-brand, and delivered faster than you can say “offside”.
The Creative Approach:
The client had already created the outline of a great concept using AI, but it needed our expert finesse to fit in 30 seconds, tell a coherent story, and bring the laughs. We collaborated closely with the client to simplify the concept while keeping key elements: humor, hockey rivalry, and the delicious allure of a burger. The result? A burger face-off featuring Arber Xhekaj against rival fans with nothing but his tasty Le Shérif in hand. A playful nod to classic western standoffs, it lands perfectly for both hockey lovers and burger enthusiasts.
Execution:
We had a tight filming window, but our team executed the shoot smoothly, focusing on making Le Shérif irresistible and keeping the tone light and fun. Filmed on a Blackmagic Pocket 6K with Zeiss glass, the cinematography highlighted the food while maintaining the playful vibe of the campaign.
To streamline production, we cast Foodtastic’s own employees alongside Arber Xhekaj. This not only allowed us to move quickly without sacrificing quality, but also added authenticity to the spot. Belle, played by the restaurant’s graphic designer who regularly appears in La Belle et La Boeuf’s TikTok skits, fully embraced her role, grounding the spot in the restaurant’s quirky identity.
This is our third collaboration featuring an NHL player, and, once again, we were able to tease out the performances we needed from everyone involved.. Arber Xhekaj's improvisation and charm elevated the campaign, which will make viewers smile when they see it during NHL commercial breaks on tv. As the season begins, we’re excited to see La Belle et La Boeuf become a fan favorite.
Whether you’re cheering for the Habs or just in the mood for a great burger, head over to La Belle et La Boeuf and grab a Shérif. You might even spot Arber enjoying one after a big game!
At Black Box Productions, we thrive on bringing creative concepts to life, especially when they’re quirky and fun. If you’ve got an idea for a commercial that needs a bold and unique approach, let’s create something memorable together! Get in touch with us, reach out, and let’s make it happen!
