Jean-François Asselin is a Canada-based commercial and narrative director working with Spy Films (Canada/global), working out of the Quebec market. SerienCamp describes him as behind some of the largest advertising campaigns in the province while he also writes and directs films and series. Evidenced brand work includes a 2016 Desjardins TV commercial with an explicit director credit; Quebec milk spots for Les producteurs de lait du Québec (including Laurent Duvernay-Tardif and Cinelande-credited “pubs du lait”); Les Producteurs laitiers du Canada titles Gilet and Wassup; Metro retail spots A Taste for Life and New Year; and a Bell Olympics 2026 LBB entry. He is associated with Montreal’s Cinelande Group and agencies LG2 and Cossette Montreal. Several LBB pages list him under Production rather than Director, so those attributions need confirmation. Film and TV credits include series Plan B (creator/writer with Jacques Drolet), feature Nous sommes les autres, TIFF 2013 short Remember Me (Mémorable moi)—Best Canadian Film at Toronto After Dark 2013—and upcoming François.e. No Clio or Cannes Lions commercial awards are evidenced.