Antoine Levasseur: Laughing through life

There are few laughs as recognizable as that of Antoine Levasseur, Business Director of Branding and Design in our Toronto office. A veritable force of nature, Antoine has been a core member of the LG2 team since joining the Montreal office’s design department as an account manager in 2012. After a couple years further honing his skills at another agency, he rejoined the company to open the design practice in Toronto alongside Vice-President and ECD Ryan Crouchman.

Following an early career in TV production in Montreal, Antoine was inspired by friends working at brand agencies to pivot to design, where his spirited personality and enthusiasm found a new home in agency life. Demonstrating a remarkable drive, Antoine was willing to take the plunge, leaving a permanent role at another well-established agency to join LG2’s Branding and Design team for a maternity leave replacement. This courageous leap cemented his dedication to the field and quickly led to his first official role at the agency.

Antoine’s passion for brands traces back to his childhood – he remembers his obsession with The Bay and Toyota logos. His keen visual memory and appreciation for aesthetics were evident early on. Fashion and books also informed his taste. Antoine is an avid reader and cites Éditions Gallimard book designs as what taught him that the package matters just as much as the content.

It was no surprise that he fell in love with movies right away. The first movie Antoine ever saw was Bambi, while the first movie ticket he bought was for Casper. Collecting movie tickets quickly became one of his first hobbies; he lovingly saved all ticket stubs in an album spanning from 1993 to 2020. “The beautiful collection,” as Antoine calls it, ended due to the pandemic, when all tickets became digital, but his fondness for the cinema remains. Antoine enjoys the ambiance, anonymity and focus of watching films in theatres, where he can truly immerse himself from the beginning of the trailers until the end of the credits.

When not at the cinema, Antoine finds solace in his Toronto home. After relocating from Montreal in 2018 – a move he embraced with his usual open-mindedness and enthusiasm – he set about crafting a sanctuary devoted to his favourite pastimes. For all his extroverted charm, Antoine is content to be a homebody, nurturing hobbies that feed his spirit: sinking into a book and coffee on the couch, composing music for friends on the piano or photographing his beloved Siberian cat, Meryl, for her devoted fans. Outside his four walls, Antoine has fostered a sense of belonging in the city as a passionate rock climber. He quickly joined Joe Rockhead’s gym after arriving, forging friendships and a reputation for his strong sense of humour among his fellow climbers.

True to his bon vivant spirit, Antoine continues to uncover new pleasures throughout the city he has called home for over seven years. He delights in exploring diverse neighbourhoods, appreciating their unique blend of architecture and experiences. Toronto feels endlessly vibrant – a city full of opportunities to discover – and Antoine is eager to explore every corner.