Blue Sports is a local company. Hockey for more than 25 years. Based in Nicolet, rooted in Quebec, and always driven by the same obsession: accessories that last. Their latest toy? Walkable blade protectors. Not a gimmick. Not a revolution. Just a well-designed object, built like a shoe, that follows players everywhere.

I was given the mandate to bring this to life. To direct the ad. My approach? As always: to see things differently. Silhouettes, mystery… But this time, it was a clear brief. And the result? A solid little film, and a happy client.

The face of this campaign is Sacha Boisvert. A local kid aiming for the NHL. The first official ambassador of Blue Sports. His whole career still lies ahead, but he already carries a striking intensity. On the ice, he floored me.

Yes, it’s a campaign. But for me, it’s also the paradox of the job: making cinema for a day, polished and crafted like a film—only to be scrolled, liked, and forgotten in the stream of social media. And yet, that’s what I love: giving cinematic value to the ephemeral.

The full film is online here: Walk with us – Blue Sports