IGA creations are one of SHED’s proudest achievements, a winning tradition spanning more than 10 years of various story-driven campaigns, each one incredibly dear to our hearts. All in all we have built a rich, detailed and cohesive world, inhabited by a whopping 145 unique and charming characters who take the stage for a combined screen time of more than 17 minutes!
With each instalment of our legendary IGA films, the theme is always food and the many joyful opportunities it brings to IGA’s customers.
The IGA universe is one of wonder and delight. Through the years, we’ve perfected the balance between cartoony, yet deliciously detailed.
When we say we’ve created 145 unique characters, we are not kidding. Everything from different families, to IGA executives, and even tastebuds and other imaginative personalities have been featured in our familiar IGA style.
Taking us far and wide, the IGA campaigns have grown into a vast world. We have taken to the seas, gone back in time and even into the mouth of an IGA customer, all the while keeping it charming and whimsical.
Our IGA journey had an incredible start as we were humbled to accept the award for best animation in Annecy. We sure didn't think this was only the first chapter in a story going strong for over 10 years.
For over a decade, we have crafted many different motifs and narratives. Below is a peek into our process and insights:
Every story starts with casting our characters. They are sketched, outfitted and put in various different situations to feel how their personality plays out in the narrative.
Then, we bring the characters together to see how they play off of each other, to test if the right chemistry is achieved.
Below is an example of how a scene comes together, from first sketch, settling on a final character design, blocking in the environment, bringing in proper lighting and finishing all the details...
... and finishing all the details is by far the most time consuming, yet most rewarding part of the process.
Each element is carefully hand-crafted and made to measure so that it perfectly complements not only the characters but also the story at large.
Along with perfecting each prop, every character is also explored in a wide array of emotional states to make sure they feel at once believable and charismatic.
Sometimes, even real people get the IGA treatment.
What a journey this has been, taking us down so many lovely avenues and bringing us such joyful memories. We’re extremely excited for the future and can’t wait to share more IGA magic with you ;)