Paris Paralympics 2024: Considering What?
Channel 4's trailer for the Paris 2024 Paralympics cast gravity, friction and time as human rivals, so viewers would watch Paralympians beat the same forces as any elite athlete.
- Brand
- Channel 4
- Agency
- 4creative
- Market
- United Kingdom
- Region
- Global
- Year
- 2024
The challenge
Channel 4 research found 59% of people watch the Paralympics to see athletes "overcoming their disabilities", against 37% for exciting competition. The broadcaster wanted that patronising view replaced by respect for elite sport.
The idea
In a 140-second film directed by Steve Rogers, gravity is a shirtless man with a pint next to wheelchair rugby player Aaron Phipps, friction a boy racer taking on cyclist Sarah Storey, and time an unimpressed spectator watching sprinter Emmanuel Oyinbo-Coker. Outdoor ads and a mural by Florence Burns in Shoreditch supported the launch.
Case study source: shots Source ↗
Awards
- Cannes Lions 2025Film – A05 MEDIA/ENTERTAINMENTGrand Prix
- Cannes Lions 2025Film – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYBronze
- Cannes Lions 2025Film Craft – A01 DIRECTIONGold
Credits
- Creative agency
- 4creative
- Creative agency
- Purple Goat
- Production
- Biscuit Filmworks
- Production
- Revolver
- Post-production
- Work Editorial
- Post-production
- Time Based Arts
- Additional company
- MachineShop
- Additional company
- Factory Studios
- Additional company
- SIREN
- Executive Creative Director, 4creative
- Lynsey Atkin
- Creative Director, 4creative
- Andy Vasey
- Creative Director and Copywriter, 4creative
- Dan Warner
- Creative, 4creative
- Reuben Dangoor
- Head of Production, 4creative
- Miketta Lane
- Executive Producer
- Fiona Wright
- Senior Producer TV
- Lauren Holden
- Director, Biscuit Filmworks
- Steve Rogers
- Managing Director/Executive Producer, Biscuit Filmworks
- Rupert Reynolds-MacLean
- Head of Production
- Emily Atterton
- Producer
- Simon Eakhurst
- Producer
- Frankie Elster
- Production Designer
- John Henson
- Casting Director
- Hannah Birkett
- DP
- Daniel Landin
- Editor, Work Editorial
- Rich Orrick
- Assistant Editor
- Miles Watson
- Post Producer
- Mia Saunders
- Colorist
- Simone Grattarola
- Color Assistant
- Matthew Tomlinson
- 2D Lead
- Stephen Grasso
- 3D Artist
- Teodora Retegan
- 3D Artist
- Ihor Obukhovskyi
- VFX Lead
- Matt Shires
- VFX Executive Producer
- Sian Jenkins
- VFX Creative Director
- Sheldon Gardner
- Sound Designer & Composer
- Jon Clarke
- Executive Audio Producer
- Deborah Whitfield
- Music Supervisor
- Sian Rogers
- Voiceover
- Nabil Shaban
