Mitchelson is known in the cycling community thanks largely to his regular collaborations with leading cycling publication Rouleur and those iconic Wiggo, Froomey and Cav prints for Team Sky that became synonymous with their TdF accomplishments.
Yellow Jersey Cycle Insurance commissioned Richard as it wanted to ‘create a fun, engaging animation that would reflect their core brand values.’ However at the same time it needed to convey a serious message that cyclists should fully consider the implications of something happening to their beloved bikes.
YJ’s story begins with him purchasing a beautiful new bike. Blissfully unaware of the troubles that lay ahead, YJ sets about riding his latest acquisition only to encounter many of the pitfalls that can befall ardent cyclists.
Accompanying YJ’s travails is a quirky instrumental take on a classic 70’s ballad. Yellow Jersey would give viewers the title but the insurance specialist wants you to see if riders can figure it out themselves. As a little clue, ‘the lyrics of the original and subsequent cover versions fittingly describe the pain of a love lost.’
Yellow Jersey Cycle Insurance Managing Director Ryan Georgiades said, “Rich is an incredibly talented illustrator and we are excited about working with him on this project and in the future. We wanted to avoid pushy sales messages and [instead] engage cyclists. This brief resulted in a snappy Rich Mitch animation that highlights a serious message of why cyclists need insurance.”
Richard provided further insight into his creation. “After meeting with the Yellow Jersey Cycle Insurance team their enthusiasm for cycling was clear. We talked about everything from triathlon to cyclocross and I knew that their passion was going to help us make something really fantastic. By choosing animation we were able to use as much imagination and colour as possible to make the story of YJ really pop out of the screen. I hope everyone enjoys watching it as much as we’ve enjoyed making it.”
The YJ animation will also be shown at regular intervals at the Yellow Jersey Cycle Insurance stand during The Cycle Show, Birmingham, NEC, on 25-28 September.