122 Advertising : Spirit are you there ?

A 2-minute-30-second advertisement is already uncommon. Here, Intermarché and the Romance advertising agency gift us a beautiful Christmas present with an ad largely created through animation by Illogic Studios.

Cherry on the cake the ad has achieved global success on social media, racking up hundreds of millions of views. Some even mention a billion contacts.

Place your bets, viral success is here!

Without AI, What a Marvel ?

Media outlets of all kinds have eagerly embraced the interpretation of a "monotonous ostinato" on the theme of "a film made without AI." 138 years after the birth of animation cinema with Émile Reynaud’s optical theater, a myriad of techniques have emerged to complement—and sometimes profoundly disrupt—the creation of animated films (1) (2). This synthesis and total operational control over animation, compared to "classical" cinema, an art of recording, makes it unclear why so much emphasis is placed on the "marvel" of producing an animated film without using AI even if it is a "new" technique.

This proclaimed triumph likely responds to a diffuse anxiety about the place of generative AI in all professions, artistic or otherwise. To borrow a timely culinary metaphor, we find ourselves marveling at the success of a three-Michelin-starred dish compared to a reheated frozen meal ...

Rather than dwelling on this debate, Gamca Animation aims to analyze where this little gem comes from, how it was made, and why it has achieved such success.

Six Students and a Remarkable Graduation Film

It all began with six friends—Florian Babikian, Vincent Bayoux, Victor Caire, Théophile Dufresne, Gabriel Grapperon, and Lucas Navarro—from MoPA, an animation school specializing in 3D located in Arles. In 2018, they were nominated for an Oscar for their graduation film, Garden Party, which they created in 2016.

You can watch the film on https://www.youtube.com/watch?v=bX8GaZ3O4-Q 

A Firmly Established Studio

In 2018, four friends from the Garden Party adventure—Théophile Dufresne, Victor Caire, Gabriel Grapperon, and Lucas Navarro—founded Illogic Studios in Montpellier.

This animation studio specializes primarily in advertising, working with prestigious brands such as Guerlain, Ralph Lauren, Google Play Games, Swarovski, Clarens, Oasis, and Van Cleef & Arpels.

You can watch the Guerlain ad here: https://vimeo.com/1104474965

It’s another well-known brand in mass retail, Intermarché, that the studio adds to its portfolio with "Le Mal-Aimé" (The unloved one), and it’s safe to say this project is anything but discreet... 70 people, including Illogic Studios employees and freelancers, worked for eight months on the production of this animated film.

But why has this advertisement achieved such global success?

Characters Rooted in Our Collective Imagination

The film first touches us through its characters. With this "unloved" wolf—a devourer of animals—and the forest creatures, we are plunged back into:

• The classic tale that has lulled and continues to captivate generations for centuries, imprinting an emotional connection with animals from childhood.

• The animated cartoon, from Walt Disney to Tex Avery and Bugs Bunny, which—from the poetry of Bambi to the lustful antics of Tex Avery’s wolf, and the sly cunning of Bugs Bunny—has shaped our childhoods for a century.

In tales, the wolf is the predator, the embodiment of fear (much like AI 😉). In Little Red Riding Hood, he devours children; in Tex Avery’s cartoons, he is a lustful, predatory figure; in rural life, he attacks livestock. No matter the cultural or sociological angle, the wolf is the "unloved" creature, the embodiment of evil.

Here, we have a solid foundation: the "big bad wolf" and the gentle forest animals are deeply ingrained in each of us. A strong base, but one that still needs to rise to the occasion...

Wibke Rauers, Illustrator

This isn’t the first time an illustrator has been the key to success in an animated film. Here, it’s Wibke Rauers, a German illustrator, who played a pivotal role.

The team found inspiration in her online work. The anthropomorphism of her animals, drawn from children’s literature, perfectly matches the offbeat tale spirit. The illustrator’s work favors a poetic and expressive seriousness over mere imagery or caricature—qualities that are so precious in creation."She joined the adventure, and we’ll be working with her again" enthuses Lucas Navarro.

The Expertise of Illogic Studios

The concept is solid. The advertising agency Romance spent months developing it with their client. Now, it’s time to bring the animated film to life—and that’s where Illogic Studios’ expertise comes into play, mobilizing the necessary talent.

First, a refined and fluid animatic is created, already showcasing the film’s future qualities and allowing the sequencing of scenes, sounds, and music.

The 3D character creation process then allows for texturing and painting with a "bold brush" technique, leaving visible brushstrokes, and lighting them according to the scene’s needs.

Finally, carefully crafted backgrounds with meticulous lighting immerse us in the wintry forest of our childhood tales.

The Script and the Music

The script fully embraces the advertising concept of the "unloved" outcast who adapts to gain acceptance. A wolf turning to vegetarian cooking... with studious passion—this is anything but ordinary! Claude François’ 1974 song "Le Mal-Aimé" (The unloved one) musically illustrates the script to perfection, adding a "frenchy", internationally popular touch—which is rather ironic, as the song is actually a cover of the 1973 American hit "Daydreamer" by David Cassidy. It works! The trick is done!

Spirit, Are You There?

The advertisement’s message promotes healthy eating and the joy of cooking, with:

• Characters deeply rooted in our collective imagination, filling us with emotion,

• A whimsical, uplifting tale script,

• Music that adds a nostalgic emotional touch, perfectly aligned with the message in its playful incongruity.

In this era marked by fierce conflicts and divisions, could this global success be due to a story that reconciles the irreconcilable, a successful illustration of the "Spirit of Christmas" ?

You can watch the film (english subtiltled version) here:https://www.youtube.com/watch?v=iLERt5ZkpQ4

With such a resounding success, this film is a strong contender for the Best Commissioned Film Cristal at Annecy next June.

Stay tuned!

#lemalaime #unloved #romance #illogicstudios #gamcaanimation

(1) 1981-03 Banc-Titre no 16 "L’animation est morte, Vive l’Animation" par André Martin

(2) 117 Plaisirs d'archives durent un moment : L'animation est morte, vive l'animation ! 1ère partie

https://www.gamca.info/post/117-plaisirs-d-archives-durent-un-moment-l-animation-est-morte-vive-l-animation-1ère-partie