Meet the Superhumans

Posted by Darren Brooker, 18 July 2012 2:30 pm

Though navigating London's going to be a nightmare, the journeys us Londoners face during the Olympics are nothing compared with the stars of a new 4creative spot promoting Channel 4's coverage of the Paralympics. It's an emotionally-engaging spot, equal parts life-affirming and heartbreaking. 

Channel 4 are broadcasting an unprecedented 150 hours of live paralympics coverage and the "roadblock" premiere of Meet the Superhumans simultaneously across 78 channels yesterday evening was the start of its promotion of its coverage. The 90-second spot kicked off Channel 4's biggest ever marketing campaign and was shot over 14 days in sports arenas across the country from the Sheffield Aquatics centre to Lee Valley Athletics Centre via the Olympic stadium, as well as the home of the Paralympics: Stoke Mandeville.

With post production carried out to an equally high standard by MPC London, with Michael Gregory the VFX Supervisor, the spot might well add more awards to 4creative's impressive run of 9 D&AD pencils in the last 7 years as well as a Cannes Gold and Bronze lion. It looks certain to pull in a new audience and raise a goosebump or two along the way.

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