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Channel 4 – Super. Human.

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With 2012's Meet The Superhumans and 2016's We're The Superhumans, 4Creative not only created a cracking pair of ads, but changed the narrative of how Paralympians were viewed by sports fans; branding the Olympics a mere warm-up to the main event.

Maintaining the high quality, only this time focussing more on the 'human', is this year's Super. Human.; a powerful; montage of athletes that combines wit, willpower and wince-inducing imagery.

Kicking off with a neon-fulled fever-dream from parasport athlete Kadeena Cox, the film goes on to showcase the self-afflicted regimes of Ali Jawad, David Smith, Ellie Simmonds, Jody Cundy, newly crowned Wimbledon Ladies Wheelchair Doubles Champion Jordanne Whiley, Kadeena Cox and Kylie Grimes, shot with brutal intensity by Oscar-nominated cinematographer Bradford Young through Serial Pictures x Somesuch.

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Channel 4 – Meet The Superhumans

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Channel 4 – We're The Superhumans

Above: 4Creative's previous Paralympics films.


Backing a stupendous edit from Final Cut's Amanda James - all missed birthdays and burst blisters - is the inspired use of Bugsy Malone banger So You Want To Be A Boxer, this time re-arranged with a vocal performance by British artist Jay Prince.

The mayhem culminates in the cheeky, ingenious endline "To be a Paralympian there’s got to be something wrong with you", taking, in the words of 4Creative’s executive creative director Lynsey Atkin, "a piece of ill-used language, reimagining its intent and putting that power firmly in the hands of our elite athletes.”

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