Brochure
Get in touch
ApplyWhen Animation Tells More Than an Advertisement: MoPA Celebrates the Success of the Intermarché Film
This is the case with Intermarché’s new Christmas commercial, created by the agency Romance and Illogic Studios—a Montpellier-based studio founded by two MoPA graduates—which has accumulated more than one billion views worldwide.
For over ten years, Intermarché has been developing a long-term advertising narrative built around a clear promise: being there when the French choose to eat better. This narrative consistency, rare in the advertising landscape, relies on films that prioritize humanity, sincerity, and a long-term perspective.
The animated film currently being broadcast fits perfectly within this continuity, while also marking a special milestone in the brand’s saga, as highlighted by Les Échos in their dedicated article. Intermarché has chosen to view advertising as a space for storytelling. Each film extends the previous one while exploring new forms of writing. This year, animation becomes the film’s primary language, giving it a universal and deeply emotional dimension.
Produced by Illogic Studios, this commercial has resonated particularly strongly both in France and internationally. This success can also be explained by the current context: at a time when artificial intelligence is transforming production methods, Intermarché made the deliberate choice to create a film entirely driven by artists, without the use of generative AI. While mastering creation with the support of AI tools is now essential, this choice restores the importance of time, sensitivity, and creative craftsmanship.
The emotion conveyed by the film is immediately perceptible. It is not simulated, but carefully constructed, which explains the massive public response and the film’s viral success.
MoPA is delighted to see its graduates actively contributing to this momentum and helping to promote French animation. Previously, the graduation film of three of them, Garden Party, was nominated for an Oscar in 2018 in the “Best Animated Short Film (3D)” category and won more than 45 awards at festivals around the world. The school is particularly proud to find 10 of its former students among the 70 talents who contributed to this production at Illogic Studios. Seeing our alumni thrive in renowned studios and take part in campaigns of such scale is a true source of satisfaction.
This achievement illustrates MoPA’s mission: to train creators capable of combining artistic excellence, technical mastery, and storytelling skills, and of contributing to projects with strong cultural and media impact. This strong mission is deeply rooted in the immersive pedagogy taught at MoPA. From scriptwriting to directing, the entire design and production chain is covered in the 3D Animation and Stop Motion programs. Upon graduating, students therefore have all the tools they need to let their talent shine—proof in images with this wonderful Christmas tale.
