Tasty Face-Off: Arber Xhekaj's Burger Showdown

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.

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. 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 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 the 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 that 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, existing identity.

This is our third collaboration featuring an NHL player, and once again we were able to coax genuine, charming performances from everyone involved. Arber Xhekaj's improvisation and natural charisma elevated the campaign. Viewers will smile every time it airs during NHL commercial breaks — and that's exactly what great branded content should do.