PLQ proves you can cry over spilt milk
In an unexpectedly mooving film for Les Producteurs de Lait du Québec, double YDA-winner Vincent René-Lortie tells a story of family and farming.
)
Credits
View on- Agency lg2/Quebec City
- Production Company Denim
- Director Vincent Rene-Lortie
-
-
Unlock full credits and more with a shots membership
Credits
View on- Agency lg2/Quebec City
- Production Company Denim
- Director Vincent Rene-Lortie
- Post Production Arketype
- Sound Circonflex
- Executive Creative Director Marie-Eve Best
- Creative Director Francois Sauve
- Copywriter Olivier Giguere
- Art Director Colin Beaudin Reeves
- Producer Stephanie Gagne
- Executive Producer Mathieu Leduc
- Line Producer Carolane Gregoire
- Production Designer Yola Van Leeuwenkamp
- Production Manager Vlad Doclin
- Line Producer Mathieu Taggart
- DP Alexandre Nour Desjardins
- Editor Xavier Levesque
- Colorist Simon Boisx
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency lg2/Quebec City
- Production Company Denim
- Director Vincent Rene-Lortie
- Post Production Arketype
- Sound Circonflex
- Executive Creative Director Marie-Eve Best
- Creative Director Francois Sauve
- Copywriter Olivier Giguere
- Art Director Colin Beaudin Reeves
- Producer Stephanie Gagne
- Executive Producer Mathieu Leduc
- Line Producer Carolane Gregoire
- Production Designer Yola Van Leeuwenkamp
- Production Manager Vlad Doclin
- Line Producer Mathieu Taggart
- DP Alexandre Nour Desjardins
- Editor Xavier Levesque
- Colorist Simon Boisx
We're not going to lie, being brought to tears by a film about dairy farming in Canada wasn't on our daily to-do list, but, thanks to the masterful storytelling of director Vincent René-Lortie, our coffee is a little more diluted this morning.
Created for Les Producteurs de Lait du Québec (PLQ) by agency lg2, New Generation tells the story of a father-daughter relationship as they encounter the innocence, independence, and inseparability that punctuate their lives together on a small-scale dairy farm.
Shot through Denim, the film is imbued with heart by René-Lortie's delicate direction, aided by gorgeous cinematography from Alexandre Nour and a swift but suptuous edit from Xavier Lévesque.
“Opportunities to create projects like this in advertising are rare," explains René-Lortie. "We wanted to tell a story grounded in family - the awkward phases, the challenges, and the fleeting, beautiful moments that shape us as we grow. Bringing it to life was a true adventure, fueled by so much heart and an incredible cast. Special mention to our lead, Jeanne, who shaved her head on camera for the film."
