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The Princess Margaret Cancer Foundation: This Rider Carries Fire

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The Princess Margaret Cancer Foundation has launched the latest instalment of its Carry The Fire brand platform. Created by Broken Heart Love Affair, the 60-second spot brings the true story of a dream, loss, and legacy to life - delivering a message of collective strength and enduring hope, inspired by the patients, families, and researchers working toward a future free from the fear of cancer. Told through the voice of Hilda Machado, the mother of Anthony Machado, it tells the story of a dream left unfinished and the lasting bond it inspired. Just two weeks after purchasing a bike to participate in The Princess Margaret Cancer Foundation’s annual Ride to Conquer Cancer, Anthony’s liver cancer, which had been treated successfully for over five years, recurred. He tragically passed away one month before the event. Left with her son’s bike and his dream, Hilda later met Wil, a cyclist she encountered at a coffee shop. Moved by Anthony’s story, Wil not only bought the bike but made a promise to ride it in the fundraiser in his honour. Each year since, he has kept that promise, carrying Anthony’s spirit with him for four consecutive Rides - and will do so again this year. In total, Wil has completed an incredible 14 Rides to Conquer Cancer. Directed by Rodrigo Garcia Saiz of Frank Content, the documentary-style spot employs a subtle visual effects reveal to drive the narrative: as Wil rides, two shadows stretch across the pavement, one belonging to Wil and the other representing Anthony, symbolising Wil’s commitment to carrying Anthony’s memory and dream through the Ride.
Credits Other credits

Agency

Strategist Kristy Pleckaitis

Managing Director Rachelle Claveau

Business Lead Melissa Tobenstein

Group Account Director Maegan Thomas

Account Executive Bridget Farrell

Executive Producer Erica Metcalfe

Producer Alex Kotschorek

Producer Kate Fried

Artist Brad Kumar

Media Havas Media Canada

Client Director Harpreet Dhaliwal

Coordinator Sara Dhume

Production

Executive Producer Danielle Kappy

Line Producer Deigo Rosenblatt

Production Service The Roots Production Service

Post Production / VFX FEATHER

Colourist Kevin Wu

Colour Assistant Dima Zui Chu

Producer Sonia Ruffolo

Finish Sean Douglas

VFX Assistant Riley Lindsay

VFX Supervisor Colin Cunningham

VFX Artist Diego Dutra

VFX Artist Mike Morley

Editorial Nimiopere

Editor Chris Chang

Executive Producer Jenna Edwards

Edit Assistant Jack Considine

Music / Sound PIRATE SOUND

Executive Producer Maggie Blouin-Pearl

Creative Director Tom Eymundson

Sound Designer Ian Boddy

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