2023 Winner

For its annual holiday campaign, IGA created “The Meatloaf” with Sid Lee. The heartwarming 3D animated film shows a family’s humorous attempts over the years to avoid eating the meatloaf a beloved aunt brings – allowing the family dog to eat it instead. After the aunt passes, the family recreates the meatloaf – out of love for her and the tradition - only to discover that the aunt knew all along they were pretending to eat her food. To evoke the warmth of family and the holiday, a friendly cast of characters with knubby noses was created and great attention was paid to the details found in and outside of a home during the season.

Credits

Director : Joe Bluhm
3D Supervision and Co-Director : Fabien Fulchiron
Executive Producer : Stefanie Bitton
Producers : Catherine Gaucher, Frédérique Parenteau
Coordinators: Stefen Lamontagne, Ana Fino, Elisa Cura
Creative Strategist: Jay Caplan
Storyboards: Joe Bluhm
Concept Art: David Goldstyn, Valentina Brancati, Maia Zeidan, Josiane Fortin, Nick Vallinakis, Colin Bigelow
Lead 3D Environment, Supervision rigging and character modeling: Juan Paulo Mardónez
Layout and Posing: Cindy Foucault
Lighting: Eloi Forest, Miguel Madaíl de Freitas, Fabien Fulchiron
Texture Characters: Fabien Fulchiron
3D environment: Angel Canales, Andrés Armstrong, Rasika Jayawardene, Fabien Fulchiron, Juan Paulo Mardónez
Animation supervision: Miguel Madaíl de Freitas, Guilherme Afonso
Rigging characters: Ricardo Muñoz, Diego Santibañez, Franklin Ventura, Walter Delgado
3D Animation: Sebastião Lopes, Guilherme Afonso, Salvador Artero, David Omair, Emma Manske, Ahmed Adel, Sreeparna Basu
Matte Painting: Michael Renaud
Lead Compositing: Marc-André Bourgoin
Compositing and offline: François Lafontaine
Senior Flame Artist: Jean-Marc Laurin (KAOS KOLLEKTIV)
Agency: Sid Lee