IGA Holiday 2022
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Client
IGA
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Agency
Sid Lee
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Director
Joe Bluhm
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3D Supervisor and Co-Director
Fabien Fulchiron
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Executive Producer
Stefanie Bitton
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Producers
Catherine Gaucher, Frédérique Parenteau
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Coordinators
Stefen Lamontagne, Ana Fino, Elisa Cura
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Creative Strategist
Jay Mark Caplan
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Storyboards
Joe Bluhm
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Concept Art
David Goldstyn, Valentina Brancati, Maia Zeidan, Josiane Fortin, Nick Vallinakis, Colin Bigelow
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Character Design
Valentina Brancati, Joe Bluhm
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Lead Environment and Rigging Supervisor
Juan Paulo Mardónez
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Character and Food Modeling
Juan Paulo Mardónez
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Layout and Posing
Cindy Foucault
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Lighting
Eloi Forest, Miguel Madaíl de Freitas, Fabien Fulchiron
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Character Textures
Fabien Fulchiron
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3D Environments
Angel Canales, Andrés Armstrong, Rasika Jayawardene, Fabien Fulchiron, Juan Paulo Mardónez
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Animation Supervisors
Miguel Madaíl de Freitas, Guilherme Afonso
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Character Rigging
Ricardo Muñoz, Diego Santibañez, Franklin Ventura, Walter Delgado
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3D Animation
Sebastião Lopes, Guilherme Afonso, Salvador Artero, David Omair, Emma Manske, Ahmed Adel, Sreeparna Basu
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Matte Painting
Michael Renaud
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Compositing Lead
Marc-André Bourgoin
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Compositing and Offline
François Lafontaine
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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
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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










