This Uplifting Animation Celebrates Team GB’s Road to Rio


Digital Arts

Video: Road to Rio by Art&Graft

You no longer need to feel guilty about that occasional or less-occasional lottery gamble: it turns out that whether or not you land those coveted millions, you are at least funding Team GB’s athletic efforts in Rio this summer. 

With bright warm colours, simple shapes and enthralling composition, design studio Art&Graft have beautifully animated lottery tickets fluttering over Great Britain’s classic rolling hills, urging our 1,300+ GB athletes on an improving their equipment and kit. Large-scale littering all over Great Britain’s most beautiful wonders has never looked so inspiring and epic. 

Road to Rio is a wonderfully uplifting take on what is otherwise a boring, corporation-laden concept: The National Lottery and ITV are supporting Team GB on the Road to Rio – which, as you might suspect, isn’t a literal one, but all about coaching, facilities and medical support. So, we help with the couple of quid we spend here and there. 

I thought I might tear up watching it, with a eye-twitch skimming over the water of Loch Lomond, a furrowed brow twisting past the Angel of the North and a lip quiver soaring over Giants Causeway. Then, the White Cliffs of Dover came into view and I was doomed.

“We wanted to create the epic, cinematic scenes synonymous with an Olympics launch, yet also introduce a warmth and charm that is sometimes missing when representing our heroic athletic superstars,” said creative director Mike Moloney

Art&Graft’s animation, which starts in the morning sunlight and closes under a dramatic sunset, is inspired by Norman Wilkinson’s paintings, which represent British landscapes and four seasons in one day.

Video: I am Team GB by Art&Graft

‘I am Team GB’ encourages togetherness with a more personal, intimate touch of the everday. To keep characters central, Art&Graft devised a rotating camera that looped around the various, heart-warming scenes.

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