Released in early December, Le Mal Aimé is not your typical advertisement. In just two and a half minutes (an eternity in the ad world), Intermarché tells a tale of difference, tolerance, and joyous Christmas gatherings. It’s about a big bad wolf who struggles to fit in among the herbivores of the forest, even if it means changing his diet! The result is a modern, funny, and slightly melancholic story that truly touches the heart. In just four days, the video surpassed 150 million views worldwide. Yes, that’s right—just that!
Behind the buzz, a discreet yet formidable Montpellier studio
At the helm of this visual masterpiece is: Illogic Studios, a studio known for its creativity and flair.
Animation installed in Montpellier since 2018. Founded by four friends trained at Supinfocom Arles, the collective has cultivated a unique style that blends poetry, dark humor, and a touch of nostalgia. Théo Dufresne, one of the co-founders, remains surprisingly calm in the face of the phenomenon. There’s no triumphalism here, just the satisfaction of a job well done. It's worth mentioning that this studio is no stranger to success: Garden Party, their graduation film, had already made the rounds at over 200 festivals... all the way to the Oscars.Voir cette publication sur Instagram
What makes Le Mal Aimé so unique is its radical choice: no artificial intelligence. In a context where AI is taking over visual creation, Illogic proudly showcases an animation that is carefully crafted by hand. Textures painted one by one, frame-by-frame animation, a subtle blend of 2D and 3D… it took eight months of work and a team of 70 artists to bring this film to life. This artisanal approach explains the warmth and authenticity felt on the screen.
Montpellier, a new cradle of animated creation?
Situated far from Paris by choice, the studio proudly embraces its Montpellier roots while collaborating with talents from all over Europe. This balance allows them to maintain valuable creative freedom. And while