Video Agency in Esch-sur-Alzette: UGC and TikTok Content in Belval
In Esch-sur-Alzette, a university campus and a concert hall have sprung up at the foot of blast furnaces left standing, and this setting looks like nowhere else in Luxembourg.
Scroll to learn more ↓︎Shooting, editing and publishing for brands in Esch-sur-Alzette
In Esch-sur-Alzette, a university campus and a concert hall have sprung up at the foot of blast furnaces left standing, and this setting looks like nowhere else in Luxembourg. According to the city’s Observatoire social, the municipality had 37,437 inhabitants on 1 January 2024, of whom 43.5% were Luxembourgish and 27.2% Portuguese. Coming from Paris, we cross the border to film UGC content, TikTok formats and Meta ads here, choosing creators able to speak to each of these communities.
See our work37,437 Eschois and several languages on the same street
The municipal register, analysed in the Observatoire social’s 2025 report, counts 37,437 inhabitants on 1 January 2024, 1,280 more than in 2022, over 14.39 km². Luxembourgers make up 43.5% of the population, Portuguese 27.2%, and non-European nationalities have risen from 7.6% to 10.5% since 2020. This mix forces a different approach to advertising. A Facebook ad in Luxembourgish reaches only part of the audience; a Portuguese version, a French one and English subtitles widen the reach without multiplying shoots. So we often film the same scene with two creators speaking different languages, or plan from the writing stage shots without dialogue where the product speaks for itself. On TikTok, the creator’s accent and language often do more for credibility than the setting.
From the Iron Metropolis to the Cité des sciences
The city points out that in the early 1970s, Luxembourg’s steel industry exceeded 6 million tonnes a year and employed nearly 29,000 people, before a long decline. Belval, the former heart of that industry, is now home to the Université du Luxembourg, research centres and companies. It is the country’s only university, and its campus attracts researchers and students of many nationalities. For a company based in Belval, the useful videos are often B2B: a researcher summarising her work to camera for LinkedIn, a laboratory tour to recruit international profiles, a founder interview in front of the steel structures. The contrast between the new building and the rust of the blast furnace does much of the visual work.
Rue de l’Alzette, pop-up stores and tables in the centre
Retail is concentrated on the rue de l’Alzette, where the city manages two trial spaces for new retailers: the Pop Up Store at number 121, which regularly hosts new traders, and Den 120 at number 120, for longer contracts. A brand opening there for a few weeks has to make itself known quickly: an opening Reel, a UGC video of a customer discovering the shop and a behind-the-scenes TikTok, all shot on the same day, give it enough to publish throughout the lease. For a restaurant, a Portuguese bakery or a café in the centre, we capture the lunchtime rush, the work in the kitchen and the first customer’s reaction. A short format with the address, the shopfront and the signature dish helps the many students and employees of Belval, who don’t necessarily know the old centre, to make their way down.
The blast furnace top and the Rockhal’s two halls
The Belval blast furnace can be visited: the city announces guided tours that climb to the furnace top, 40 metres up, from where you can see the whole district. The Rockhal, opened in 2009 on the Belval-Ouest wasteland, has two halls with standing capacities of 6,500 and 1,200 and claims to be the country’s largest amplified-music centre. For a shoot, these landmarks give very legible backdrops: steel walkways for a ready-to-wear label, the surroundings of the Rockhal on a concert night for a drink or an event, the old centre for a neighbourhood shop. Filming in a public square requires the city’s prior agreement.
From Esch station to the furnace top: how a day runs
Before the trip, everything is settled remotely: writing, scouting from photos, selection of creators based in Esch or elsewhere in the south of the country, and a file to the events department when a public square is part of the plan. Once in Esch, the crew gets around by train between the central station and Belval-Université, with no vehicle to park. The morning is happily spent in a shop on the rue de l’Alzette, before customers arrive; midday returns to a table in the district, full of people; the end of the day is reserved for Belval, when the low sun lights the steel of the blast furnaces. Back in Paris, we assemble the language versions and several different openings, so that the brand can compare what really holds its audience. Esekai, launched by Tony Lo, has already done this work for more than 350 brands.
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An ad that looks like an ad gets skipped in a second. A creative ad works on the hook, the message and the format so it is watched to the end, then tested and adapted for as long as it converts.
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Every video is designed to be tested, measured and then improved.
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Market, goals and audiences: we choose the angles to test.
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Scripts, shooting and editing to each platform's codes.
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We compare the variants and roll out the winners.
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