Following up on Sid Lee’s acclaimed 2022 and 2023 IGA Christmas spots “The Meatloaf” and “Mr. Beaver’s Yule Log,” Montreal-based animation studio Tonic DNA teamed up with the global creative agency once again for the 2024 campaign short, “Paulo’s Wish.”
This year’s spot captures the heartfelt tradition of cooking for loved ones during the holiday season, transcending past family conflicts. Produced in 3D CG animation, the ad uses warm colors and soft wintry lighting to bring the emotional story to life.
“It was an honor and a privilege to work with Tonic on this project,” said Quentin Fachon, who came on board as co-director with Fabien Fulchiron for this year’s 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.”
The spot was executive produced by Stefanie Bitton, and the creative team also included artistic director Marta Grasso, storyboarders David Goldstyn & Valerie Sansoucy, illustrators/designers Goldstyn, Michael Renaud and Pierre Vanderweed, and animation supervisor Wiley Townsend. Flooul Animation handled character modeling, with KippCase Riggin Studio on character rigging.
Tonic DNA is a full-service, award-winning studio based in Montreal, with clients and collaborators around the globe. Recent projects include Space Jam: A New Legacy, Disney+’s Disenchanted, Max’s Looney Tunes Cartoons and The Bob’s Burgers Movie.
