Y3llow is something special we created for three-time Tour De France winner (2013, 2015 and 2016) Chris Froome. It combines live-action footage of the cyclist with motion graphics and includes a voiceover track we recorded with the cyclist in Melbourne.
The visually spellbinding clip was released on Froome’s social media channels, having been presented by medical technology company Rhinomed – the sponsor for the cyclist’s campaign for a third Tour de France win. It was made to publicise their product Turbine, a piece of sporting equipment that Froome uses when he rides to optimise his performance - and in just a few days, it racked up over 45 thousand views!
Froome speaks of the remarkable significance of one particular colour (you can guess which!) and the impact it’s had on him.
“The Yellow Jersey represents pain and sacrifice in the present, for a legacy that lasts forever,” he says. “You earn the shine of the Yellow Jersey in the darkest hours of training.”
Our Creative Director, Oz Smith, says part of the inspiration was the dream-like qualities in the work of Italian filmmaker Leonardo D’Alessandro.
“The ramping between scenes makes the narrative feel like a stream of consciousness,” Smith says. “We wanted to combine this style with the old Tour De France posters - which take from the Art Deco era - to create something original.”
Y3llow has now won five awards, the latest being an Honouree Award at the2017 Webby Awards. This is one of the media industry’s most esteemed award ceremonies - or, as the New York Times refers to it, the ‘highest honour of the internet’.
On top of this, the “Bicycle Film Festival” running in New York from June 20 - 25 are screening Y3llow as a part of their official program, which will be fantastic exposure for Turbine and the animation.