A network of 80+ branches. A brand that needed to perform at this scale.
Benny & Co. is not an ordinary client. It's an established rotisserie chain, with a strong identity, high standards, and a national network to supply with content. The mandate was clear: produce the core visuals for their marketing campaigns — and produce them in a way that would work across all channels, in all formats, for all platforms.
The challenge: making a simple offer complex to produce.
The "Soup or Poutine" campaign seemed simple on the surface. A clear, direct, accessible promotion. But behind this simplicity lay a truly complex production: five distinct personas to feature, five different environments to manage, dialogues integrated into each universe, a split-screen and match-cut narrative structure — all needing to work in a maximum of 15 to 20 seconds.
Drive-thru. Restaurant. Phone. Office. Family cottage. Each situation had its own logic, its own technical constraints, its own actors. Each scene was a mini-shoot within the shoot.
Two days. A complete volume of content.
We structured the production over two days of shooting to cover all universes without compromising on quality. Consistent artistic direction from one persona to another. Intelligent transitions between setups. Simultaneous photo and video capture on each scene — because at DFuse, hybrid doesn't mean "we do both and hope it works." It means that each setup is designed from the outset to deliver both formats, with the same level of expectation.
The DFuse method: hybrid production, zero compromise.
Most productions have to choose: optimize for video, or optimize for photo. We structure the production to deliver both. Lighting, artistic direction, composition, everything is designed so that every captured moment works in motion and as a still image. The result: two distinct deliverables, produced in parallel, without one detracting from the other.
This project included header images, menu photos, lifestyle content, multi-persona advertising videos, and web content for their official website redesign. Every visual was designed to reflect the authentic and appetizing experience Benny & Co. offers — and to perform in campaigns long after the shooting day.
What this project demonstrates.
DFuse doesn't just produce content. We structure production systems capable of supporting high-volume campaigns with the rigor of television, the flexibility of digital, and the speed of execution that today's brands demand.
A good campaign grabs attention. Good production allows it to be repeated, adapted, and kept alive.
