Our challenge was to overcome the misconception that Paralympic sport is not ‘proper’ sport and that it lacks the thrill of true competition. We needed to move it away from the ‘don’t pity me’ visual language found at previous Games to focus on the sport and the athletes’ abilities. Together with HelloVon, we reframed the Paralympics by showing it as an elite spectacle made even more thrilling because of the disability. HelloVon’s broad strokes and attention to detail delivered a sense of motion and energy to a static format, allowing our subjects to be seen as the world-class athletes they are.
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