London Paralympics 2012

Client: Sunset & Vine

Network: C4

The superhumans in london

Back when we first started working with Channel 4 to create the brand for the Paralympics, we knew we had to create something special, a brand that would be remembered and captures the spirit and endeavour the games and the para-athletes. The 2012 tournament was the most popular to date with the profile of the games reaching unprecedented heights. The "Super-human" conceptual idea for the brand was arrived at by realising that the Paralympian is on the cutting-edge of sport and technology, pushing humans beings further than ever. We represented the Paralympians as figures made up of 3D abstract shapes which can construct and de-construct as they interplay with their specially shot environments. Cut to the Public Enemy track Harder Than You Think, this is a brand which will be remembered for years to come.