STEF Café William / Next
One campaign, two altitudes

One anthem. A country of leaps underneath it.

Take the Leap is the film. Why Not is the content that lives under it for the rest of the year.

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01The architecture

Say it once. Prove it all year.

The anthem makes the claim. The capsules make it true.

Café William already made the leap. A boat, a principle, and a bet nobody sensible would have taken. The anthem turns that into a feeling anyone can borrow.

Underneath it sits the content layer: short documentary capsules on Canadians taking their own leap. An artist. A founder. A farmer. Café William is not the subject of those films. It is the brand standing behind the people in them.

One scripted film, cinematic and bilingual, built for broadcast and pre-roll. Then a run of real stories, shot documentary, built for the feed and for the long stretch between campaigns.

Montreal rises on the horizon Anthem / 30s

Capsules / 60 to 90s, cutdowns, verticals

One idea, two altitudesThe anthem is written. The capsules are found. Same sentence underneath both: the question is not if it can be done, it is who is brave enough to do it.

The proof is castableEvery capsule is a real Canadian with a real risk on the table. Nothing to fact check, nothing to defend.

Shot apart, cut togetherCapsules are small, mobile crews on their own days. Every one of them yields a long cut, a short, verticals and stills.

It does not stopThe anthem runs in flights. The capsules fill the eleven months in between, and the shelf keeps growing.

02The campaign

Who it reaches. What they see. What keeps coming.

Three partsOpen each

On paper the audience is men and women 25 to 44, educated, organic and fair trade, barista at home, aware of their footprint.

That profile is a necessary evil, so I pushed past it. Three personalities, three different jobs for the story to do.

Nobody in these three groups needs convincing that the coffee is good. What changes between them is how much they already know about the boat, and how hard they will push on it.

Quebec

Québec

Biggest audience / existing awareness

They know the boat story, at least simply, and they know William is a values decision. This is not discovery, it is depth. They need a few emotional details and a reason to care more, even a reason to be proud of it.

A story that adds detail to what they already know.

Ontario

Ontario

Secondary / very low awareness

They do not know Café William, but they understand premium coffee. Interested in sustainability, not willing to do the homework. More transactional than the Quebecer, same values. They will switch if the story is fresh and the product feels worth it.

A story that lands as something completely new.

British Columbia

BC

Tertiary / no awareness

Vancouver, Victoria and the Sea to Sky are the organic and fair trade centre of the country. The most literate and the most skeptical. They have heard every eco claim. They will find the boat, search it, and stress test it. It holds up, which makes them the most receptive audience of the three one day.

A story so improbable they go and google it.

DeepenIntroduceWithstand scrutiny
Take the Leap

A young woman, a notepad, "launch plan" scribbled on the page. Her fingers tap the cup. We cut to her eyes, then out to the boat, alone on open water.

The voice arrives with the doubts. You will be alone. Be sensible. It is too risky. The crossing turns black and rough and the boat looks tiny.

Montreal rises, the music comes up, and the voice turns. Every warning was never negative at all. Doubt into nerve. Fear into proof. The idea into a story. Back to her eyes, back to the page, and she double underlines the word.

30s15s6sEN / FR

30 Script / EN

Are you sure?

[Cut to boat, alone]

You'll be alone.
You're not ready.

[Storm clouds, rough seas]

Be sensible.
It's too risky.

[Cut to black, music swells, Montreal rises]

Those are the sounds of a leap, right before you take it.

The doubt, turned to nerve.
The fear, turned to proof.
The idea, turned into a story.

The question is not if it can be done.
It's who's brave enough to do it.

Super: Café William

30 Script / FR

Es-tu sûre ?

[Coupe au voilier, seul]

Tu seras seule.
Tu n'y arriveras pas.

[Nuages d'orage, mer déchaînée]

Sois raisonnable.
C'est trop risqué.

[Coupe au noir. La musique monte. Montréal apparaît.]

Ce sont là les bruits d'un grand saut. Juste avant de se lancer.

Le doute, devenu audace.
La peur, devenue preuve.
L'idée, devenue une histoire.

La question n'est pas de savoir si c'est possible. C'est de savoir qui osera le faire.

Super : Café William

FramesThe film as shot
Why Not

The entrepreneurial spirit in those sails is not a Café William trait. It is a Canadian one, and right now the country is being asked to back itself and build from inside.

Why Not finds Canadians with the same audacity and films them the week the risk is still live. Not success stories. People mid leap.

Documentary, handheld, available light, no script. Café William is the quiet connective tissue, never the subject.

2am, a lease agreement on the table, a neighbourhood that is probably not ready. We shoot the week she signs, not the opening night.

Two years building the thing in secret. We are in the car with her before she walks in, and we are there when she walks out.

He is converting the whole operation with no promise the market follows. Dirt, weather, and a decision that cannot be walked back.

4
  • Long cut 60 to 90s
  • Broadcast cut 30s / 15s
  • Verticals 3 per subject
  • Stills Image bank

One subject, one day, one small crew. Four to six capsules fills a year.

ToneHow they look
  • Why
  • Not
03Production

We have already run this once, start to finish.

Café William 2026Written, directed and edited by Stefan Szary
36Final videos for paid media
30+Retouched hero stills
100+Images into the bank
01

Pre

First call to call sheet. Creative direction, casting, scouting, crew, insurance, permits, logistics.

One point of contact
02

Shoot

Three days across Quebec, cut with footage from Colombia. Drone and FPV, practical coverage built for cutdowns from the start.

Stills shot alongside
03

Post

Edit, VFX and 3D, alternate endings, every ratio, both languages, captions, delivery.

Cut in house
Shoot days
3
Languages
EN / FR
Lengths
30 / 15 / 6
Endings
Alternates

Next01

  • Anthem flight
  • Media cutdowns
  • Stills refresh

Then02

  • Capsule one
  • Capsule two
  • Verticals weekly

The year03

  • Four to six capsules
  • One image bank
  • One voice throughout
Credits, Café William 2026
Quebec and ColombiaDrone and FPVVFX and 3DEN / FR captioning

The question is not if it can be done.

Let's chat.

stef@stefanszary.com
stefanszary.com Bilingual EN / FR © 2026 STEF
Café William