Channel 4 today launches a major new advertising campaign for the Tokyo 2020 Paralympic Games - Super. Human. Made by Oscar-nominated cinematographer Bradford Young, Super. Human. explores the sacrifices made by Paralympians to pursue their dreams of being crowned Paralympic champions. Unlike previous iterations of the Superhumans campaigns, this new film focuses on the fragilities and day to day struggles facing elite athletes - putting the emphasis on 'human' over 'super'. Conceived by Channel 4's multi award-winning agency 4Creative, the film opens with Paralympian Kadeena Cox in a dream sequence facing the pressure of repeating her gold medal performances from Rio 2016. But a starting pistol shakes her out of the dream, and reality bites.
