Video Agency Power Play: Helping NDAX Launch a Proudly Canadian Crypto Campaign

As a full-service video agency, our role goes far beyond production services. We dive into brand strategy, audience insights, creative concepting, messaging, and platform performance. In this project we explore how choosing a specialized video production agency like Black Box means faster timelines, lower costs, and a more agile production process than you'd get with a traditional ad agency.

When NDAX came to us, they were looking for more than a polished video for their next ad. They needed a strategic partner who could help them reach a very specific audience — Canadian crypto traders who are educated, discerning, and difficult to impress — during a cultural flashpoint: the NHL Playoffs. They needed a production partner who could think fast, move even faster, and deliver something that was on-brand, on-message, and impossible to ignore.

NDAX is a Canadian crypto platform built on trust, transparency, and regulatory compliance. Unlike many platforms that rely on hype or buzzwords, NDAX stays rooted in clarity and education — traits that have won them a loyal user base but also mean they are cautious in how they communicate. With Canadian pride surging in early 2025 and the NHL Playoffs creating a national buzz, we saw an opportunity for NDAX to take a bold approach without losing its credibility.

Market Research as Creative Foundation

We began this project with a clear intention: to build a campaign grounded in real market insight, not assumptions. That meant diving deep into the cryptocurrency platform landscape, looking closely at who was speaking to crypto traders, what tones and narratives were being used, how brands were positioning themselves, and what types of campaigns had actually broken through. The market ranged from brash comedic ads to overly technical explainers, but few seemed to strike the balance between clarity and connection.

Messaging: Defining What Sets NDAX Apart

Through close collaboration with the NDAX team, we identified several key differentiators: low trading fees, Canadian regulation, trustworthiness, and a strong focus on education. These became the foundation of our script's messaging.

To achieve brand awareness and memorability, we needed a tone and visual language that immediately stood out from typical crypto marketing. That meant rejecting overused industry tropes — no jargon, no futuristic montages, no speculative promises — and instead leaning into a voice that was confident without being brash, informative without being preachy, and unmistakably Canadian.

The Concept: Humour with a Message

The creative concept took shape as a series of calm, deadpan conversations about crypto between two regular beer league hockey players — starting in a locker room and moving to chaotic action on the ice. The contrast between the seriousness of their dialogue and the absurdity happening around them became the campaign's hallmark.

The campaign was a true collaboration, with creative director Ben Goloff, producer Josh Usheroff, and director Rouzbeh Heydari all contributing to the script and concept development. The campaign's most memorable line? "It's totally transparent… Like your defense." Every gag — from the goalie talking on the phone as a player slides into the net, to the Mountie moose mascot, to the hockey hits — served a purpose: to earn attention, keep the audience engaged, and make the brand message stick.

Planned Not Just for Delivery, but for Results

From day one, we built the campaign to perform — in measurable, testable results. Working closely with NDAX's media buyers, we designed each asset to be modular and adaptable across channels: broadcast TV, YouTube, Meta, TikTok, and Connected TV. We created multiple versions of the opening scenes, alternate endings with unique calls-to-action, and 48 video variations total, giving the NDAX team the tools to run A/B tests and optimize the campaign as it launched.

Collaboration From Start to Finish

This was a fast, ambitious project — six weeks from greenlight to delivery. Black Box led the full execution in-house, managing everything from scripting and location scouting to casting, production, and post. Cinematographer Kevin Rasmussen shot on the ARRI Alexa Mini with Leitz Summicron-C lenses, balancing cinematic polish with a natural lighting aesthetic.

The production included 35 crew members, 13 actors, and a full team spanning direction, cinematography, sound recording, art direction, wardrobe styling, and logistics. The rink location was chosen for its red-and-white colour scheme. Red & white uniforms echoed Canadian pride. NDAX's branding was subtly integrated into rink boards and even stitched onto the referee's jersey.

This project is a perfect example of why the video agency model is redefining how branded videos are made. Strategy, creative, and execution came together seamlessly — our own Black Box version of the classic hat trick.