Directed, edited, and produced this ad for Ville, a Montreal-based brand that promotes authenticity by involving its community in its marketing efforts.

Showing Ville's Sense of Community

Ville wanted to showcase its football jersey through the concept of community. We thought about how people come together—whether at a function on the West Coast or a block party on the East Coast. These moments, especially on a sunny day, often become some of our most cherished memories.

Originally, this commercial was envisioned as a single slow-motion dolly shot of people gathering for a backyard BBQ, all wearing Ville’s new football jersey. However, we decided to add more context to the story by including a few car shots of people on their way to the event.

Music

I originally composed a song with two parts: the first is a build-up made of strings and synths with an automated low-pass filter, and the second consists of piano chords with heavy reverb, along with my high-pitched vocals, which were further pitched up and drenched in reverb and delay. I have so much fun creating these pieces alone because they allow me to refine my composition skills without the pressure of releasing music records.

Production

The commercial was shot over two separate days. On the first day, we brought everyone together in Sherbrooke, QC, for a single dolly shot that required perfect synchronization between the actors. After reviewing the 20 takes we captured, we concluded that the commercial lacked context and needed more introductory shots.

After discussing with the client, we planned a second day of production, which also took place in Sherbrooke. This happened a week later since I was returning from Boston, heading back north to Canada. I realized I could stop in Sherbrooke, gather a few of the same actors, and film the car shots we had decided to add.