A great date night is more than just delicious food—it’s about the ambiance, the anticipation, and those unforgettable moments that make it special. When Milestones set out to showcase this experience in their latest campaign, the challenge was clear: how do you visually capture the magic of a perfect evening?
In a departure from our previous Milestones commercials, we shifted our approach from a comedic and dialogue-driven one, to one that focuses on the more intangible, ethereal aspects of the dining experience. To accomplish this, we needed cinematography that matched with the tone and vibe we were trying to achieve. Enter Alexandre Bussière; an acclaimed Canadian cinematographer who has been on our radar since his nomination for Best Cinematography at the 12th Canadian Screen Awards in 2024 for his work on the 2022 film Montreal Girls. We had been looking for the right opportunity for collaboration, and we felt that his signature style, which conveys beauty, glamour, warmth, and humanity, was a perfect match to embody the Milestones aesthetic and experience.
With the team beginning to take shape, Black Box partner Ben Goloff led the creative direction, developing the script and concept, while Rouzbeh Heydari, who had previously directed six Milestones TV commercials and had a deep understanding of the brand and brief, served as the director.
Concept
The goal of this campaign was to capture the vibe of a perfect date night.
Milestones wanted to capture the essence of the experience—romantic, inviting, and memorable—without relying on dialogue or scripted interactions. The creative challenge was to find a way to weave a light narrative while emphasizing the restaurant’s ambiance and offerings in a visually compelling way.
Script and Flow
With only 15 seconds to work with, the concept had to strike a delicate balance between showcasing Milestones’ signature offerings and creating a fluid, engaging visual journey. Key elements were carefully integrated to ensure that the brand identity shone through.
Specific shots were planned to highlight branded touchpoints, such as the Milestones logo reinforcing the uniqueness of the restaurant and differentiating it from a generic dining experience.
Production
The production focused on maximizing impact within a tight timeframe, using a cinema grade Alexa 35 camera to strategically capture key elements of the Milestones experience. Every shot—from the warm glow of the bar to the intimate booth seating and stylish interior accents—was carefully framed to highlight the brand’s upscale yet approachable atmosphere.
Branding remained a priority throughout, with thoughtful camera work emphasizing Milestones-specific details like branded Bellini cocktail glasses, elegantly plated signature dishes, and the refined ambiance. To ensure each dish looked impeccable on camera, the team collaborated with Michael Linnington, a dedicated food stylist, who meticulously crafted every plate to perfection, enhancing the visual appeal and aligning seamlessly with the brand's elevated aesthetic.
Lighting played a crucial role in enhancing the romantic feel, we opted for with warm tones and soft diffuse lighting. Camera movements were carefully choreographed to guide viewers through the experience—from the bar to the dining table—offering a sense of flow and continuity.
Casting played an essential role in making the vibe authentic. The selected couple was chosen to represent the restaurant’s ideal audience— young, sophisticated, yet casual. Their natural chemistry and relaxed interactions allowed for a genuine portrayal of a memorable evening out. The casting reinforced the message that Milestones is the perfect setting for couples looking to celebrate together, whether for a special occasion or an intimate midweek night-out.
Post-production and color correction were integral in perfecting the final look of the video. Rouzbeh Heydari meticulously edited the footage, ensuring the pacing was just right, aligning the voiceover with the visuals, and giving special attention to the food shots and overall storytelling. To ensure the visual experience matched the restaurant's atmosphere, Chris Evangelo, a high-end colorist known for his detail-oriented work, meticulously handled the color correction. He ensured that skin tones, food, and ambient lighting were showcased at their best. The results were impressive—check out his before and after work to see the transformation.
