Mill+ is pleased to present “The FireFlies Tour: A Journey to Hope,” an original
animated piece created for cycling fundraisers The FireFlies. The release of the promo film is in support of
the FireFlies Tour’s 16th annual ride over the French Alps from Lake Geneva to the Cannes Lions
International Advertising Festival from 16th – 22nd June. The challenge is to ride more than 1,000km
over 18 mountains in 7 days in support of Bloodwise, a leading UK charity which funds research
efforts for leukaemia and cancers of the blood.
The film illustrates the ride from Lake Geneva to Cannes using a
combination of 3D and cel animation. The original concept, developed by
Executive Creative Director Phil Crowe, VFX Supervisor Tara DeMarco and Mill+ Designers
Amy Graham and Kyle Moore, uses the riders’ physical journey as an analogy to
reflect the struggle of those affected by cancer. The FireFlies Tour film is an
adaptation of the original film created for Fireflies West, the group’s U.S.
branch, but with the replacement of elements such as the Golden Gate bridge with the Lake
Geneva jetty, and the Los Angeles skyline with Cannes.
Mill+ Executive Director Stephen Venning comments; “We wanted to create a European version of the
FireFlies film that would raise the profile of the cancer charity the rides are
for, and very importantly, to help raise as much money for them as possible. On
seeing the beauty of the original film for the FireFlies West ride, we wanted
to help extend its reach into Europe and beyond. The team made subtle changes
to help accommodate this.
It gives the
charity a film that will stop people in their tracks and make them hit the
sponsorship button, and it gives team FireFlies a film that all past, present
and future riders can use to further promote the brilliance of the Tour in
whatever continent people choose to take part."
He adds; “The
film’s 2D style works well as an animated journey as you are drawn in to the
ebb and flow of the ride without connecting with an individual or a
personality. The FireFlies Tour is all about the team, the collective peloton,
sticking together through the tough parts of a climb or the wind and rain of
Richmond Park! Animation is the perfect format to tell this story as it leaves
you in no doubt of the ethos of the ride, now in it’s 16th year riding to Cannes
FireFlies Tour has raised over £1.8 million for the
charity which is staggering and
makes it one of the best fundraising activities in the world of advertising."
To make a
general donation to support Team FireFlies or to select an individual rider,
please visit the links below: