2025 Winner

The Museum of Contemporary Art of Montreal (MAC) sought a brand identity for its 2024 Bal du MAC, titled “Fantasmagorie,” to redefine the event’s visual language and position it as an immersive, captivating and elevated experience. “Hypnotype: A Journey into Fantasmagorie” was inspired by 18th-century fantastical spectacles that used light, shadows and illusions to blend reality and imagination. The identity featured intricate custom typography with ornamental details, merging the visual poetry of the 18th century with modern design sensibilities. Dynamic 3D effects, layering and depth were used to create fluid, dream-like visuals that felt both elegant and hypnotic. The design generated enough attention to sell out the event within weeks and helped reinforce its cultural significance. The evening raised nearly $1 million for the MAC Foundation, bolstering the museum’s standing and drawing influential public figures to support its mission.

Credits

AGENCY: Cossette
PRODUCTION HOUSES: Septième, Anita Bombita
CLIENT: Fondation du MAC

CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
EXECUTIVE CREATIVE DIRECTOR: Richard Bélanger
COPYWRITING: Olivier Fortin
ART DIRECTION, DESIGN: Virginie Bédard
MOTION DESIGNER: Nicolas Chamberland
SENIOR VICE-PRESIDENT, BUSINESS: Jean Hugo Filion
PRODUCT OWNER: Laure Hamonic

CLIENTS Nancy Lemieux, Amélie St-Cyr, Anne Lebel, Klio Foti