The Irish Examiner Taps into Toulouse Lautrec Style for 2023 Rugby World Cup

The Irish Examiner has elevated its coverage of the 2023 Rugby World Cup with a visually captivating marketing campaign inspired by the classic French design style known as Toulouse Lautrec. This unique approach, characterised by its vintage feel, brought a fresh and dynamic perspective to the event, akin to classic French event posters. The artist behind this creative endeavour is Agathe Singer, a talented French illustrator based in Paris. 

Agathe Singer: The Artist Behind the Campaign 

Agathe Singer's artistic journey began with a foundation in graphic arts at Duperré and Penninghen in Paris. Initially working as a graphic designer, she gradually developed a passion for gouache painting. Influenced by renowned artists such as Matisse, Le Douanier Rousseau, and Frida Kahlo, Agathe's work is marked by vibrant and imaginary flora that breathes life into her creations. 

Conceptualising the Design 

When Agathe receives a brief, her creative process kicks off with quick sketches on paper to experiment with compositions. For the Rugby World Cup campaign, she explored various arrangements of characters, focusing on conveying the energy and spirit of the game. The main player, tightly gripping the ball and ready to break through any defence, became the focal point of the 'Allez les Verts' poster. 

Developing a Unique Style

Agathe's distinctive artistic style did not emerge overnight. Her journey involved studying applied art and graphic design, followed by years of working as a graphic designer before venturing into freelance illustration. Through experimentation with different techniques and subjects, Agathe honed her unique style. She primarily works with gouache, using simple and colourful swatches with minimal details. However, for certain projects, like the

Rugby World Cup campaign, she enjoys the flexibility of digital tools to create more complex compositions and experiment with textures and details. 

Favourite Part of the Creative Process

For Agathe, the thrill of a new project lies in its inception. The exploration of a brief filled with numerous possibilities, coupled with the initial stages of sketching and finding the perfect colour palette, brings excitement to her creative process. The challenge of breathing life into an illustration from its conceptual stages is where Agathe finds immense joy. 

The collaboration between Agathe Singer and the Irish Examiner is a visually stunning and unique campaign that has not only enhanced the coverage of the 2023 Rugby World Cup but also showcased the timeless style of Toulouse Lautrec's design in an animated and dynamic form.