Paulo's Wish

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.