The commercial aired on TV during major sporting events, capturing a wide audience. "Our collaboration with Black Box Productions yielded remarkable results," says Vlad Ciobanu, VP of Marketing at Foodtastic. "The creative storytelling in these commercials helped to elevate our brand and delivered a major boost to our revenue." It was an undeniable success, and played a part in boosting Milestones' 4th quarter revenue by an impressive 25% year over year. Each ad was supported with a six-figure broadcast television ad spend. Additionally, they were viewed over 100k times on Facebook. 

Buoyed by the success of the first campaign, Foodtastic’s marketing department re-engaged us in 2023 to develop and produce four more TV commercials. We agreed that all of the spots would live in the same world and follow the relationship of this new couple. Everyone felt it was important to craft a memorable campaign that doesn’t rely on the hard sell, but instead offers viewers bite-sized entertainment. "We've found that this approach, which focuses on telling engaging stories rather than pushing a product, really resonates with viewers," explains Josh Usheroff, a Black Box co-founder.

The magic was brought to life by our talented team here at Black Box Productions. After Patricia Iacampo, Milestones Marketing Director, shared some initial concepts with us, DGC Director Rouzbeh Heydari, brilliantly developed the scripts and brought the concept to screen. Our co-founders Ben Goloff and Josh Usheroff worked with Rouzbeh to flesh out the concept and ensure that it aligned with Milestone’s brand and marketing strategy. We deliberately debated, and refined the elements of the commercial until it was something we fully believed in. We collaborated closely with the Foodtastic marketing team, ensuring we were aligned and confident that we had an entertaining and compelling ad series. This fruitful collaboration resulted in a campaign that truly breaks away from the norm.

These series of Milestones commercials were lensed by cinematographers Kevin Rasmussen and Alessandro Lanzillotta. The spots were filmed on an Alexa Mini using Cooke S4 lenses. It was vitally important to make the restaurant feel warm and inviting. We worked with a food stylist to ensure each dish in the spot looks mouthwateringly good.