IGA Paulo's Wish 2024

About

Paulo's Wish is an animated campaign for IGA that depicts the evolving relationship between two sisters connected by the ritual of holiday baking. The narrative transitions from childhood moments in a home kitchen to the complexities of the teenage years, utilizing a blend of animation and live-action techniques to explore the passage of time. Developed by agencies TONIC DNA and Sid Lee North America, the project leans into a nostalgic aesthetic, characterized by VHS-style timecoded footage and warm, emotive visual textures. Flooul Animation provided the animation work, while Circonflex managed the music and sound design to ground the character-driven story. TONIC DNA also handled post-production and VFX.