The French Cartoon Wolf of Pic Saint-Loup (Near Montpellier)
Why France (and the whole world) Fell in Love with a Hand-Drawn Wolf
If you somehow missed the extraordinary success of Intermarché’s animated short Le Loup — a tender, hand-crafted commercial about a wolf who becomes vegetarian — then you truly have not been paying attention. In less than two weeks, the film crossed the billion-view mark worldwide, becoming one of the most widely shared animated commercials in recent memory.
I saw it the moment it aired during the Miss France television broadcast and reacted instantly. In fact, I believe I was among the very first LinkedIn accounts to publicly congratulate Intermarché and the production team on LinkedIn — before the campaign became a cultural phenomenon. (Screenshot proof included below.)
And with good reason.
This was not just a successful ad. It was a clear, resounding signal:
People are hungry — deeply hungry — for handmade, human storytelling again.
At a moment when several global brands have experimented with AI-generated advertising (with mixed, often forgettable results), Intermarché did the opposite. They invested 18 months of work, nearly 100 artists, and a fully illustrated, character-driven narrative produced by Illogic Studios — much of it created under extreme conditions. The result was emotional, memorable, and unmistakably human.
Bravo Intermarché — and bravo for having the courage to go in the opposite direction from so many brands currently chasing the AI hype.
Bravo Illogic Studios Montpellier. You hit this one out of the park.
And above all, bravo to the artists — the wonderful character designs by Wiebke Rauers, and to everyone across the pipeline: animation, layout, previs, modeling, surfacing, rigging, grooming, lighting, FX, compositing, rendering, editorial, and sound.
Before the Intermarché Wolf… There Was Another French Wolf
About a year before this particular wolf captured the internet’s heart, there was another hand-drawn French wolf, quietly living his life under the southern sun.
And he comes from almost the exact same place.
Meet the Pic Saint-Loup Wolf.
Get the Poster here: https://modicum-editions.com/the-french-wolf-of-pic-saint-loup
This friendly cartoon wolf appears in my illustrated poster “Pic Saint-Loup”, created well over a year ago — long before the Intermarché campaign — and rooted firmly in the Montpellier region of southern France.
In the illustration, a small group of animal friends heads out for a countryside picnic, driving through vineyards in a bright red Citroën Méhari, decorated with playful, painterly spots. At the wheel: a smiling wolf, relaxed and sociable, enjoying the road and the moment. Above them rises the unmistakable silhouette of Pic Saint-Loup, one of the most iconic natural landmarks of the Hérault.
Different wolf.
Different story.
But unmistakably the same spirit.
Pic Saint-Loup: A Mountain, a Place — and a Name with a Double Meaning
Pic Saint-Loup is both geography and imagination.
Located just north of Montpellier, near Saint-Mathieu-de-Tréviers, the Pic Saint-Loup dominates the eastern edge of the Languedoc landscape. Its dramatic limestone cliffs rise above vineyards, garrigue scrubland, and winding country roads. The light here is sharp and clear. Summers are dry and bright. Winters are cool, structured, and full of contrast.
The region is also internationally recognized for its wines, officially classified as AOP Pic Saint-Loup — known for expressive reds and rosés shaped by altitude, cooler nights, and Mediterranean influence. It is one of the most respected appellations in the Languedoc today.
And yes — for anyone who doesn’t speak French:
“Loup” simply means “wolf.”
That linguistic coincidence is not incidental. It is part of the region’s identity, folklore, and symbolism. The wolf belongs here — linguistically, culturally, and visually. Which is exactly why placing a wolf at the center of this illustration feels natural rather than forced.
A Very French Wolf
The Pic Saint-Loup Wolf is not wild or threatening. He is curious, social, and warmly human. He drives. He travels. He enjoys the countryside with friends. He exists in a world of shared meals, open roads, and unhurried time.
In that sense, he has a lot in common with Intermarché’s wolf.
They are not rivals.
They are cousins.
To be absolutely clear: this poster was created long before the Intermarché film and has no connection to the campaign — beyond a shared love of hand-drawn French character animation.
Hand-Drawn, Artist-Led — No Generative Imagery
Like the Intermarché film, this illustration was created through a fully artist-led process.
Every line was drawn by hand.
Every expression was designed deliberately.
Every detail was composed with intent.
No generative AI.
No automated imagery.
No shortcuts.
The drawing was created traditionally and finished digitally — preserving the warmth, slight imperfection, and personality that only human illustration provides. This is not a reproduction of vintage art, nor a nostalgic filter applied after the fact. It is an original contemporary illustration, created in my recognizable cartoon style, rooted in place and observation.
In a moment when audiences are increasingly sensitive to what feels real and what feels synthetic, that distinction matters more than ever.
From the Hills of Montpellier to Your Wall
The Pic Saint-Loup Wolf Poster is printed as a high-quality matte poster, designed to be joyful, accessible, and easy to live with. It is not a luxury object — it is meant to be hung, enjoyed, and smiled at.
It speaks to:
- lovers of French illustration
- fans of wolf cartoons
- people connected to Montpellier, Pic Saint-Loup, or the Languedoc
- families, creatives, and anyone who appreciates character-driven art with warmth
Two Wolves, One Moment
It is rare that a global advertising phenomenon and a small, personal illustration align so perfectly in time, place, and spirit.
Two French wolves.
Both hand-drawn.
Both friendly.
Both born near Montpellier.
One found his way onto screens around the world.
The other is ready to hang quietly on a wall.
Sometimes, the world simply tells you you’re on the right path.
Discover the Pic Saint-Loup Wolf Poster
Available now via Etsy and Modicum Editions
