About this video
After Sid Lee’s highly acclaimed 2022 and 2023 IGA Christmas spots, “The Meatloaf” and “Mr. Beaver’s Yule Log,” Montreal-based animation studio TONIC DNA returns to lend its expertise for the 2024 IGA Christmas spot, “Paulo’s Wish.” This year’s spot captures the heartfelt love language of cooking for loved ones during the holiday season, transcending past family conflicts. Produced in 3D animation, the ad masterfully uses colour and lighting to bring the story to life, capturing and conveying a deep spectrum of emotions. This year’s campaign is particularly special, as Sid Lee’s Quentin Fachon steps in as co-director alongside Fabien Fulchiron. "It was an honour and a privilege to work with TONIC on this project. As a director, collaborating with such a talented team on such a premium project is the best advertising can offer. Being part of a director duo with Fabien made it easier for each of us to focus on what we do best—one of us focused on the story, while the other crafted the best visuals this film could offer," says Quentin Fachon. It is always with renewed pleasure that TONIC DNA signs off on another much-anticipated holiday campaign with Sid Lee and IGA.
About Tonic DNA
Credits
CREDITS Directors: Quentin Fachon, Fabien Fulchiron Executive Producer: Stefanie Bitton Art Director: Marta Grasso Senior Producer: Frédérique Parenteau Junior Producer: Sofie Lamontagne Coordinator: Fanny Desseaux Storyboards: David Goldstyn, Valerie Sansoucy Illustrations & Designs: David Goldstyn, Michael Renaud, Pierre Vanderweed Editing: Marc-André Bourgoin & Marta Grasso 3D Supervisor: Kim Fredette Lighting Supervisor: Lisandre Theriault-Brunet Character Modeling: Flooul Animation 3D Character Supervisor: Pedro Conti Character Modeling and Grooming: Pedro Conti, Gustavo Ramos and Thales Simonato Character Rigging: KippCase Rigging Studio Modeling, Texturing and Lighting: Fabien Fulchiron, Lisandre Thériault-Brunet, Ariane Ouimet, Maxime Pelletier Animation Supervisor: Wiley Townsend Layout: Wiley Townsend 3D Animators: Wiley Townsend, Gabriel Fazzioni, Leya Laroche-Boafo, Pamela Rivera Badillo, Ariane Ouimet Compositing Supervisor: Marta Grasso Compositing: Marta Grasso, Marc-André Bourgoin Colour: Benoît Côté CLIENT: IGA (Sobeys) Carl Pichette, Jean-François Couture, Caroline Duhamel, Geneviève Gouin-Demers, Sarah Gagnon-Marin, Anick Lacroix, Balita Sou, Isabelle Sirois, Marie-Eve Deslauriers, Pascaline Varin, Ana O’Flaherty, Viviane Carvajal, Denis Pajot. CREATIVE AGENCY: Sid Lee Executive Creative Director: Alex Bernier Creative Director: Alex Bernier Director: Quentin Fachon Art Director: Francis Lévesque Writing: Quentin Fachon, Alex Bernier English Writing: Julia Maron, Krissi Campbell Creative Collaboration: Léa Dubé, Jérémi Frenette, Brian Gill, Patricio Bouey Production Manager: Carolyne Goyette Executive Producer: Julie Lorazo Producer: Elisa Hernandez Riveiro Production Coordinator: Emma Rozenblum Group Director, Consulting Services: Thalie Poulin Account Manager: Andrea Garceau, Laura Willig Advisor: Aurélie Giroux, Catherine Lemoyne Strategic Director: Marilyse Dionne Strategist: Annabelle Pouliot AUDIO AND MUSIC: Circonflex Music: François-Pierre Lue and Paul-Étienne Side Sound design and mix: Frédéric Laurier