One for the CFL Super Fans. We teamed up with Sid Lee and creative director Alexandre Pellerin to cut a playful campaign for Belairdirect’s Coach for a Day challenge—featuring your favourite CFL superstars, on and off the field.

Edited by Dino Harambasic, the project included social spots, a 15-second TV cut, and a series of rapid-fire Q&A clips crafted in supervised sessions. Quick, fun, and full of personality—no overthinking, just solid execution.

Produced by Ryan Reynolds, Sid Lee Toronto.

Additional Credits