Super.Human. - Context 2020

product context

• the advertisement was created to promote the 202 Tokyo Paralympic games

• created by Bradford Young - oscar nomanie for cinematography and first African American to be nominated in 2017

• divised and created Channel 4’s inhouse creative angency 4Creative and prouduced by Serial Pictures and Somesuch (global production company)

• advertisement explores the sacrifices made and the trials endured by paralympic atheletes in prep for the games

Tokyo paralympic games 2020

• international multi sport parasport held frpm the 24th august to 5th september 2021

• 16th summer paralympic games organized by international paralympic committee

• postponed due to covid 19 — games held behind closed doors no s[ectators allowed

• 3rd overall paralympic held in tokyo

4 Creative

• channel 4 inhouse creative agency, who write and produce risky, innovative and culturally potent work across all channel 4 brands and services.

• trailer is third campaign for paralympics undetaken by channel 4 — who broadcasted the event

• was part of a bigger campaign including poster and social media

• purpose is to create change through entertainment, by representing unheard voices

• channel 4 audience is younger — people aged 16-34

• fans of sports who desire to se more inclusive representation of social groups

Serial Pictures and Somesuch

• a partnership between two production companies for advertising and mysic videos in the UK and Amsterdam

• its full service production companu serial pictures is a driving creative force behind leading global brands

• ones based in UK and the other in US