It’s 2023. ‘Superhumans’ is no longer fit for purpose, Channel 4 x Paris Paralympics ‘24 is still a massive brief.

Time to look at the facts – most people watch the Paralympics to watch athletes “overcoming” their disabilities.
Oof.
Feels a bit icky.
Bit patronising.
Let’s address that.

We worked with inclusive marketing agency Purple Goat to create a campaign that full-on challenged the attitudes of those watching at home.
What the athletes themselves called, “well meant bullshit.”

So we showed what they’re really up against – not their disabilities, but the laws of the world; gravity, friction, time.
Sport doesn’t care about disability, so why do you?

Steve Rogers who directed it is exactly as brilliant as everyone says he is.
Thank you Dan and Andy for making that second creative review so exciting.
And to Stuart and Rueben for the mega posters.

Special mention to editor Rich Orrick who is a better creative than all of us.