BENNY&CO. x Firebarns
An ambitious food commercial. With a team of three.
When Benny&Co. and Firebarns decided to join forces to launch the Buffalo Burger, a collaboration between Quebec's largest family rotisserie chain and the local hot sauce expert. The campaign had to live up to both brands. Ambitious, unconventional, visually strong. DFuse was mandated as the production agency for the food cinematography aspect of the campaign, the video that would make mouths water.
The challenge: a large-scale rendering. A team of three.
This is the angle that defines this project. A food commercial on the level of large television productions, dolly shots, probe lens, bouncing patty, slow-motion drizzle, rotating table, precisely timed burger assembly transitions, all designed, directed, and delivered by a team of three people: director, DOP, cameraman, and with the incredible work of Daniel Raiche (food stylist). No 15-person department. No studio rented for two weeks. An agile team with the vision, preparation, and execution to make a difference.
Artistic direction — every shot thoughtfully planned.
The storyboard was precise. Dolly in on the complete burger in 35mm. Patty with a probe lens to capture the interior texture. Lettuce falling into frame in slow motion. Drizzle with a horizontal dolly slide to follow the sauce. Burger closing in fixed 135mm. Insertion of the Firebarns bottle in its final position. Every scene had an intention, not a single shot was left to chance.
The visual palette: deep reds, warm yellows, crispy textures, dripping sauce. A complete sensory universe that communicates the product even before a line of text is read.
Commercial photography by DFuse for the Buffalo Burger campaign.
In parallel with the video production, Christopher Beaine handled all commercial photography for the campaign. Red background studio, advertising-grade lighting, artistic direction consistent with the video's visual universe. Each image was designed to work on multiple scales: in-restaurant display, web advertising, and outdoor billboards.
A billboard photo leaves no room for error. Every detail—the texture of the patty, the drizzle of the Buffalo sauce, the position of the Firebarns bottle—had to stand up to enlargement. Christopher handled the shooting and full retouching, delivering images ready for distribution across all campaign formats.
A single visual universe. Photo and video.
A covered campaign. Public credit.
The campaign was covered by Grenier aux nouvelles, the reference media for the Quebec advertising industry, with DFuse credited as the production agency alongside Valtech and Challenge Média. A campaign distributed, recognized, and documented in the industry.
What this project demonstrates.
The size of a team does not determine the quality of the result. What determines quality is preparation, vision, and execution. The Buffalo Burger is proof of cinematic food advertising, worthy of the biggest sets, produced with the agility that defines DFuse.
