Championing alternative voices is at the heart of Channel 4’s remit. This ad captures the way Paralympians have triumphed over adversity to become elite athletes. We wanted to jolt people into seeing the ability beyond the disability. Over 90 hours of footage was cut to a fine-tuned base of selects. The powerful and propulsive Public Enemy track, ‘Harder Than You Think’, together with the sound design brings out the dynamism of the sport and the drama of the flashback sequences.
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