L'ÉLOI Takes on the Whopper for Burger King in 3 Sizzling Spots

Over the course of three spots for Burger King, the production company L'ÉLOI has shown it can – and does – play with industry giants. Directed by Justin Abernathy, the spots necessarily retain a L'ÉLOI flavour, including bold visuals on screen and a seamless client experience behind it.

When the brief came in from BarkleyOKRP, “we immediately felt it was a great opportunity,” says founder Éloi Beauchamp. “There was a strong visual style to the initial idea that truly resonated with L'ÉLOI's DNA.” That “punchy, very dynamic style” was a perfect match for Justin. The three spots are distinct and work solo but watching them together showcases the visual language and narrative threads between them. At the centre is the ‘Whopper By You’ idea promoting the customisable possibilities everyone can partake in. It’s playful and comedic, with a dash of ‘90s aesthetic. And it goes without saying that the food shots look delicious as every detail glistens appetisingly amid paparazzi-like camera lights.

The spots were created in collaboration with the OKPR Chicago team and the process was, per Éloi, a breeze. “The relationship between agency, director and producer was flowing. Real trust was built between the creative team and Justin. And once we wrapped the first shoot, we knew we were on to something.” It’s the ease of the first production that laid the groundwork for the next two with everyone on the same wavelength about how high the stakes were. “When the time came to shoot the second series of spots, the trail was rolling and the team dynamic was solid,” Éloi recalls.

The third spot was wrapped at the end of last year. “There is something very nice about working with the same teams, being part of an evolving concept and delivering quality. I must say that the BK team is highly professional, knowing precisely their needs yet allowing the director to push the concept to its highest level. Again, a fine balance!”

When selecting the right director for the task, Justin was the first pick. With a background in photography and a “love for beautiful and powerful cinematography” which is “key to his unique signature”, says Éloi, Justin’s expertise was called upon. Justin had another, very useful skill: “a way of directing comedians that puts everyone at ease while pushing to get the perfect reactions and magical moments,” says Éloi, which is no mean feat to achieve. Plus, “his understanding of today's youth made him the perfect candidate for a campaign where the customer is the hero.”

All three spots were shot in “beautiful sunny Los Angeles”, including an original outpost of Burger King. “It felt great to be in an original BK for the first shoot. We got the chance to work with fantastic service companies who put together experienced teams and delivered a seamless memorable journey. I was personally very impressed by the level of quality of the LA teams. We were working with the best of the best and we felt it throughout all the shoots,” says Éloi, adding, “it’s no surprise that LA is the movie capital of the world.”

Shooting in LA – and for such a high calibre of client – was a big deal for the company with Éloi calling it “very meaningful”.

“Having started our journey in Montreal, it has always been a dream to make it in America,” he continues. “Montreal is a fantastic place to learn and grow. Yet, the major campaigns that allow you to push creativity to the next level are often with major accounts in the advertising capitals of the world,” he adds. Working with industry giants while maintaining an artist’s perspective has always been the goal for L'ÉLOI and hopping on a plane to Los Angeles, Chicago, New York, and Toronto “allows us to produce in the major league. I am very grateful we were able to achieve this goal and create very powerful ads working with amazing and talented people,” reflects Éloi.

Getting the star of the spots, the Whopper, to look the part was the biggest production challenge. “In every scene, from every angle, the Whopper had to be impeccable. Luckily our DP, Zach Kosky, a true magician, made our lives easier. There was great communication between the clients and the team to make sure we would achieve the desired result,” says Éloi.

For Éloi, working with returning clients and building long-lasting relationships is one of the joys of what he and the company does. “When you have the chance to work on multiple spots over several months for a continuous campaign, you can truly build trust and a common language,” says Éloi, something all the teams achieved through dedicated collaboration across the three spots.

“Producing such spots is a lot of pressure in making sure you can deliver to the highest quality while staying on time and on budget, but when you develop a trusted relationship with the agency producer and the clients, you get into a flow that allows for the set to be cool, calm and collected; the key ingredients to building great spots.”

Working on the spots across the ‘Whopper By You’ campaign has been somewhat of a test case for L'ÉLOI to prove the thesis statement that a production company from Montreal – with big goals and the expertise to make them happen – can produce outstanding results for industry giants. Three fun, aesthetic, and delicious-looking spots later, there’s nothing left to doubt.