A Global Launch with Local Support

What happens when a global sports league turns to a Twitch superstar to make its big announcement? It takes an international creative team, a bold vision, and trusted local video production in Montreal to make it happen.

When Makers reached out to us for production services in Montreal, we understood immediately the scale of the project. The assignment was to film the announcement video for the new Baller League — a sports entertainment venture tied to global icons including Ronaldo and Usain Bolt. The spotlight was on Twitch and YouTube superstar xQc, who commands one of the largest streaming audiences in the world. To capture this story with the right level of cinematic polish, an international creative team came together, with Black Box Productions serving as the trusted video production company on the ground in Montreal.

An International Team with Local Roots

The campaign was driven by a leadership team that blended experience from Los Angeles, New York, Toronto, and Montreal. At the executive level, Westbrook Media — the company founded by Will Smith and Jada Pinkett Smith — provided production oversight. Director Max Gilberg, a co-founder of This Was Major, is known for work that resonates deeply with Gen Z audiences. Cinematographer Jon Charles brought his craft from Brooklyn, New York, while Makers senior producer Michael Tobin orchestrated the production across borders.

Our role, as local producer, was to anchor the project in Montreal — assembling the right crew, sourcing equipment rentals, and managing the production logistics that allowed the international team to focus on storytelling.

Creative and Technical Approach

The creative ambition for the announcement was clear from the beginning. The Baller League wanted a launch film that felt bold, polished, and culturally relevant, with xQc presented in a way that was both cinematic and authentic.

To achieve that look, the production relied on the ARRI Alexa Mini LF paired with Canon FD Primes, rehoused by TLS. This combination delivered visuals that matched the scale of the league while preserving the intimacy of filming at xQc's Montreal home base.

For the international team flying in, our Montreal-based production services made all the difference. We handled local crew coordination, equipment sourcing, and production logistics so that the visiting creatives could concentrate fully on narrative and performance. Our familiarity with the city, our ability to work seamlessly in bilingual environments, and our production infrastructure ensured every detail was executed efficiently.

The finished video announced the Baller League with scale and energy, generating immediate attention across Twitch, YouTube, and social media — reinforcing the league's identity as both ambitious and culturally relevant.