Building upon the profound emotional resonance of last year’s widely praised campaign, Toronto-based advertising agency Diamond has once again partnered with the Terry Fox Foundation to release the next powerful installment of the ongoing "Finish It" initiative. For this new chapter, Diamond turned to Fela director Adrian Villagomez and the world-class CG animation team at Mathematic Studio to craft a visually striking and deeply moving cinematic piece. The campaign seeks to honor Terry Fox’s enduring legacy while demonstrating the sweeping, generational impact of his historic Marathon of Hope across Canada and the broader medical research community.
Reflecting on the distinct creative direction required for this new film, Jordan Cohen and Mark Holden, Group Creative Directors (GCDs) at Diamond, shared insights into the conceptual process. "From the beginning, we knew this chapter of Finish It needed to feel different," Cohen and Holden explained. "Animation gave us the freedom to build a world that feels as warm and familiar as 1980, but still belongs to today." By utilizing sophisticated 3D animation and vibrant visual storytelling, the creative team was able to bridge decades of history, connecting the nostalgic visual touchstones of Terry Fox’s era with modern-day triumphs in cancer research.
The film opens with a deceptively simple and iconic scene—Terry Fox out on the road during his inspirational cross-country run. From that intimate starting point, the narrative slowly opens up into something far broader and more ambitious, designed to visually articulate the massive ripple effect of Terry’s legacy. Every frame has been meticulously crafted to reward viewers with hidden details and narrative Easter eggs. From specific props like oranges and period-accurate posters to the exact sequencing in which various researchers and historical figures appear, the production team packed the animated world with deep connections back to Terry Fox’s foundational story.
Bringing this intricate vision to life required a massive collaborative effort between live-action production house Fela, the multi-faceted animation powerhouse Mathematic Studio, and a dedicated roster of post-production specialists. Under the direction of Adrian Villagomez and Director of Photography Antonia Ramirez, the production balanced live-action sensibilities with breathtaking computer-generated imagery. Executive producers Taj Critchlow, Fuliane Petikyan, Dean Rosen, and Amir Karimi, alongside operations manager Olivia Swayze and producers Rebeca Ortiz, Vanessa Wong, Mikayla Fasullo, and Su Zielinski, managed the complex logistical framework of the project from the Fela side.
On the animation front, Mathematic Studio deployed a vast team of artists, designers, and technicians to construct the vibrant world seen on screen. Led by CEO Guillaume Marien and executive producers Guillaume Audibet and Hadi Dahrouge, alongside producers like Eva Lebourg, Alice Olson-Coons, Nikita Saini, Augustin Vernier, and Laura Warnault, the studio handled everything from initial concept design to complex visual effects compositing. Creative direction was spearheaded by Paulin Girard, with VFX supervision managed by Max Loriot Gallet and François-Xavier Pourre. Coordinators Antoine Pouts, Robin Segura, and Alexandra Brugalée kept the sprawling pipeline running smoothly across multiple departments.
The visual depth of the campaign was further elevated by a talented group of designers, art directors, and technical artists. Richard Méril and Pierre Rutz contributed as designers, while Florian Leroy served as art director. The CG department featured artists Jean Badet, Antonin Guittard, Vincent Petitjean, and Yann Roussel. Modeling duties were handled by Rémy Maatouk, Lucas Benoit, Valentine Fripier, Luca Kreather, Guillaume Marsanne, Arnaud Richir, and Lorine Guyard, with rigging executed by Guillaume Boudeville and Jules Giraud. Antoine Gallouin provided essential storyboard artistry, establishing the foundational narrative pacing for the animators.
The animation team itself—consisting of Louis Renard, Cyril Cassaigne, Emma Lebourgeois, Ornella Luzzi, Charline Parisot, and Morgane Scinico—breathed life into the digital environments and characters, while compositors Charly Saujot and Sebastien Folio ensured seamless integration across every shot. Color grading by Thibault Chanet provided the warm, nostalgic palette that ties the entire visual journey together.
Additional post-production and visual effects polish were provided by Darling VFX Inc., featuring contributions from VFX artist Alyssa Schmidt, assistant Kyla Stone, executive producer Kristen Van Fleet, and producer Joelle Aani. The editorial work was expertly managed by Saints Editorial Inc., with editor Stephen Sora, assistant Bronwyn Tyndall, and producer Dan Vink shaping the emotional rhythm and pacing of the final cut.
Sound design and musical composition played a critical role in heightening the emotional stakes of the campaign, courtesy of Vapor. Led by Chief Creative Officer Joey Serlin, sound designer Ethan Myers, executive producer Kailee Nowosad, and music supervisor Telan Wong, the audio landscape pairs evocative soundscapes with powerful musical choices, featuring Feist’s "In Lightning" and work by artist Apashe. The resulting auditory experience matches the grand scale and intimate heart of the visual narrative, ensuring that the legacy of Terry Fox resonates as strongly today as it did more than four decades ago.
