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The Belleville Senators

We're here, because you are



Premium sports approach for an AHL team.


Ice time.

Last year Ash Murrell was commissioned by Mind Fusion Visuals to direct a hockey commercial with DOP Brady Rogers. The Belleville Senators are a professional ice hockey team in the AHL, that started in the 2017–18 season as the top minor league affiliate of the National Hockey League team, the Ottawa Senators. Based in Belleville, Ontario, Canada, the Senators play their home games at CAA Arena.



Build the crew, and the work will show.


Media day & brand anthem.

Our goal is to capture a short form video showing the Belleville Senators as an active member of the community, along with their high level athletes and fan centric mentality.

Mind Fusion Visuals onboarded Ash from our creative team to help direct the commercial. Knowing that the ad needed a solid connection between players and fans, we operated with a production crew around the clients hectic media day schedule to deliver the ad they needed.

Play Video
Play Video

The start of something larger.

To make this project successful we had to ensure everything ran smoothly. Brady from Mind Fusion Visuals worked with Ash to build out the concept he had in mind. Forming a small but capable crew, the team managed to capture on location shots, on ice, out side, in the gym. Super fast paced, and effective both Brady and Ash knew this was the start of something special.