Taxi’s main driver, Paul Lavoie, together with new business partner Jeff Spriet, former director of advertising for Nike, have launched Chokolat, Toronto – a new venture they hope will unite product placement and ‘high-quality entertainment.’

Inspired by the success of BMWFilms and the relatively untapped market potential of branded content in Canada, the two developed a business plan based on the tenet that people just want to be entertained.

Though the company has yet to solidify any deals, they have been in discussions with a number of broadcast entities in Canada and will presently take their proposal south. ‘This will be borderless. We’re talking to cable and national networks, but we’re open to any idea that’s win-win for the client and the consumer,’ says Lavoie, stressing the company is focused on creating high-quality entertainment properties. ‘You might see a three- or four-minute television show, game show, or animated short. At the end of the day, it’s going to be eclectic,’ Lavoie says, expressing that viewers may see programming from Chokolat as early as the spring.

In addition to their focus on creating high-quality content, the team is hoping to establish a sizable network of talent to draw upon. Writers, comedians, directors and production companies are all being sussed as possible collaborators.

(A version of this story appeared in the Jan. 9 online issue of Boards magazine.)