Isabelle, peppermint cream

Pioneers in their field, Les Subversifs made history as the very first microdistillery in Québec to craft artisanal spirits. When the time came to create their very first TV commercial, they turned to the creative energy of the 2 Square Films team.

The mission? Shine a spotlight on their iconic product: Isabelle, a bold and refreshing peppermint cream with unmistakably local roots.

Our team crafted a vibrant, contemporary visual language—designed to echo both the boldness of the brand and the spirit of its heroine. The commercial opens with a striking close-up of the label’s emblem: Isabelle Montour, a Métis woman, interpreter, diplomat, and fearless trailblazer who defied the norms of her time.

From there, a whirlwind of fresh mint sweeps across the screen, carrying us into the world of Les Subversifs—a proud family of Québec spirits, each infused with character, heritage, and a powerful sense of freedom.

The spot features an original score by Carl Bastien, adding a refined, cinematic touch to the universe of Isabelle. Animation was brought to life by motion artist MASZ, under the artistic direction of Stéphane Landry. Behind the lens, Michel Désilets delivered visuals that match the spirit of the brand—bold and polished.

Our team delivered a fully turnkey production: from script development and art direction to shooting, animation, and post-production. We also oversaw advertising standards clearance, encoding, and distribution across multiple TV networks.

The result? A French-language TV spot, produced in both 10- and 15-second formats, tailor-made to captivate in just a few frames.