IGA Holiday 2022

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  • Client

    IGA

  • Agency

    Sid Lee

  • Director

    Joe Bluhm

  • 3D Supervisor and Co-Director

    Fabien Fulchiron

  • Executive Producer

    Stefanie Bitton

  • Producers

    Catherine Gaucher, Frédérique Parenteau

  • Coordinators

    Stefen Lamontagne, Ana Fino, Elisa Cura

  • Creative Strategist

    Jay Mark Caplan

  • Storyboards

    Joe Bluhm

  • Concept Art

    David Goldstyn, Valentina Brancati, Maia Zeidan, Josiane Fortin, Nick Vallinakis, Colin Bigelow

  • Character Design

    Valentina Brancati, Joe Bluhm

  • Lead Environment and Rigging Supervisor

    Juan Paulo Mardónez

  • Character and Food Modeling

    Juan Paulo Mardónez

  • Layout and Posing

    Cindy Foucault

  • Lighting

    Eloi Forest, Miguel Madaíl de Freitas, Fabien Fulchiron

  • Character Textures

    Fabien Fulchiron

  • 3D Environments

    Angel Canales, Andrés Armstrong, Rasika Jayawardene, Fabien Fulchiron, Juan Paulo Mardónez

  • Animation Supervisors

    Miguel Madaíl de Freitas, Guilherme Afonso

  • Character Rigging

    Ricardo Muñoz, Diego Santibañez, Franklin Ventura, Walter Delgado

  • 3D Animation

    Sebastião Lopes, Guilherme Afonso, Salvador Artero, David Omair, Emma Manske, Ahmed Adel, Sreeparna Basu

  • Matte Painting

    Michael Renaud

  • Compositing Lead

    Marc-André Bourgoin

  • Compositing and Offline

    François Lafontaine

  • Senior Flame artist and Online

    Jean-Marc Laurin (KAOS KOLLEKTIV)

IGA’s holiday campaigns capture the essence of the Quebec holiday experience. Family, friends, and good food!

Over the years these touching, and even avant-garde stories have helped to lead the field of animation in Quebec, and we are proud to be part of this chapter together with agency of record Sid Lee.

The objective this year was to make people laugh and to cry, with a story about an eccentric aunt, her family, and her not-so-tasty meatloaf. With humour playing a stronger role, we needed to strike a balance between honouring the design style of years past while adding a dash of comic exaggeration to the recipe.

Play

IGA’s holiday campaigns capture the essence of the Quebec holiday experience. Family, friends, and good food!

Over the years these touching, and even avant-garde stories have helped to lead the field of animation in Quebec, and we are proud to be part of this chapter together with agency of record Sid Lee.

The objective this year was to make people laugh and to cry, with a story about an eccentric aunt, her family, and her not-so-tasty meatloaf. With humour playing a stronger role, we needed to strike a balance between honouring the design style of years past while adding a dash of comic exaggeration to the recipe.

  • Client

    IGA

  • Agency

    Sid Lee

  • Director

    Joe Bluhm

  • 3D Supervisor and Co-Director

    Fabien Fulchiron

  • Executive Producer

    Stefanie Bitton

  • Producers

    Catherine Gaucher, Frédérique Parenteau

  • Coordinators

    Stefen Lamontagne, Ana Fino, Elisa Cura

  • Creative Strategist

    Jay Mark Caplan

  • Storyboards

    Joe Bluhm

  • Concept Art

    David Goldstyn, Valentina Brancati, Maia Zeidan, Josiane Fortin, Nick Vallinakis, Colin Bigelow

  • Character Design

    Valentina Brancati, Joe Bluhm

  • Lead Environment and Rigging Supervisor

    Juan Paulo Mardónez

  • Character and Food Modeling

    Juan Paulo Mardónez

  • Layout and Posing

    Cindy Foucault

  • Lighting

    Eloi Forest, Miguel Madaíl de Freitas, Fabien Fulchiron

  • Character Textures

    Fabien Fulchiron

  • 3D Environments

    Angel Canales, Andrés Armstrong, Rasika Jayawardene, Fabien Fulchiron, Juan Paulo Mardónez

  • Animation Supervisors

    Miguel Madaíl de Freitas, Guilherme Afonso

  • Character Rigging

    Ricardo Muñoz, Diego Santibañez, Franklin Ventura, Walter Delgado

  • 3D Animation

    Sebastião Lopes, Guilherme Afonso, Salvador Artero, David Omair, Emma Manske, Ahmed Adel, Sreeparna Basu

  • Matte Painting

    Michael Renaud

  • Compositing Lead

    Marc-André Bourgoin

  • Compositing and Offline

    François Lafontaine

  • Senior Flame artist and Online

    Jean-Marc Laurin (KAOS KOLLEKTIV)

We wanted these characters to be relatable and representative of the modern multicultural Quebec family. We also wanted to create unforgettable personalities that become a cherished part of the holidays this year! We tried to stretch the proportions and features just a bit in certain characters to communicate strong personalities and bring some silly fun to their expressions when tasting Loulou’s meat loaf.

From boardomatic to final film, this project was a labour of love. Have a look at a making-of process below!

Process