The Desjardins GoodSpark Fund supports collective, inclusive and positive projects for community welfare.
For this campaign, the concept of the drawn line appearing over live action film is meant to reveal positive stories and highlight the impact of projects supported by the Fund. Cinélande came to Tonic DNA to bring this animation idea to life and help inspire the same fascination for audiences as a work in a museum. We hope you like it!
We needed to achieve an organic, hand-drawn aesthetic as a way of reflecting the humanistic nature of the fund projects. The director shot on 16mm film, giving the footage an extra quality of warmth as a canvas for animation.
The final approach was a mix of rich organic watercolours, acrylic paints, and line work to delineate more specific shapes. The drawings were produced digitally using TVPaint, with textures sourced from real wet media.
Besides the television ads, we also helped animate a series of short documentary films about people impacted by the fund, as well as pre-roll videos highlighting specific areas of investment and community impact.
Creating the comp for this project was simple, but the team spent a lot of effort on getting the timing just right. We wanted the animation to feel lyrical and flowing, and we worked together with the editor to massage the edit to fit the animation.
We worked on this project more like a film than a commercial campaign, with a lot of collaborative process and artistic integrity in order to do justice to these great community action projects.
Below are some of our stylistic experiments as we explored different approaches to the illustration style.
Animation Director: Malcolm Sutherland
Animator: Myriam Arsenault
Compositor: Alien Ma Alfonso
Producer: Frédérique Parenteau
Agencies: Bleublancrouge, Glassroom
Account Servicing: Catherine Lussier, Audrey Blondin-Rocheleau
Strategy: Elie Brisebois, Ismaël Neiva, Audraine Houel
Creative direction: Brigitte Ledermann, Sébastien Rivest
Copywriting: Sarah Catherine Lacroix
Art Direction: Jane Torres, Camille Aslanian
Electronic Producer: Valérie Lapointe
Director: Mélanie Charbonneau
Director of Photography: Ariel Méthot
Social Content Director: Nicolas Fransolet
Production House: Cinélande / Alex Ertaskiran, Geneviève Sylvestre
Editors: Isabelle Malenfant, Ludauvick Geoffroy
Post-production: Post 430 / Isabelle Borduas
Colour Correction: Simon Boisx / Ismaël Ouattara (content)
Online: Étienne Beaupré / Philippe Lessard (content)
Original Music: Antoine-Félix Rochette
Sound studio: Circonflex