Les Journées de la culture

An annual cultural gathering

Les Journées de la culture celebrates creativity and artistic sharing across three days of free activities open to everyone. Every year, on the last weekend of September, the event brings together thousands of participants from across Quebec to promote access to culture and encourage discovery of the arts in all their forms. The event unites artists, craftspeople, educators, and cultural workers around a shared goal: bringing the public closer to the cultural community.

Creative direction

As part of the 2020 Journées de la culture promotional campaign, we directed an illustrated and animated video. The infinite zoom concept pulls viewers through a succession of scenes, each evoking a different art form: ceramics, music, circus arts, visual arts, and more.

The soundscape was carefully crafted so that each transition carries the audience into a new world, each with its own atmosphere and energy.

Visual identity

The aesthetic draws from risography, a printing process whose imperfections and textures speak to the idea of uniqueness. By combining 3D animation and 2D illustration, we created a warm, textured look supported by a color palette pulled directly from riso ink colors.

The characters, geometric and expressive in Amélie's signature style, embody the diversity of artistic disciplines and the vitality of Quebec's cultural community.

Distribution

Through this mix of styles, textures, and sound, the campaign captures the spirit of Les Journées de la culture: accessible, inclusive, and rooted in the richness of local creation.

The final animation aired on television, on the web, and across social media, in 30-second and 15-second versions.

Sketchs

Sketch examples developed for the animatic, an animated storyboard of the video.

Direction: Studio Conifère
Illustrations: Amélie Tourangeau
Animation et direction: Samuel Jacques
Agence: orangetango
Sound design: Sacha A. Ratcliffe
Client: Culture pour tous

"Studio Conifère, I wanted to thank you for this wonderful collaboration. The animation and illustration work is remarkable. Thank you again and congratulations on your beautiful work!"

— Pierre Bernard, President and Partner at orangetango

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