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14 July 2021

Less of the super, more of the human.

by Jason Stone

Channel 4 Paralympics: “Super. Human.” - 3 mins

"To be a Paralympian, there has to be something wrong with you" – these words appearing in a super around two-and-a-half minutes into this superb trail for the delayed 2020 Paralympics in Tokyo, and they encapsulate the spirit and genuine bravery of 4 Creative's quadrennial communication advertising their coverage of the event.

Joining Tom Tagholm and Dougal Wilson in the elite club of directors who have been responsible for one of these films is Bradford Young, who was the first African-American cinematographer to be nominated for an Oscar. DAVID is not 100% sure that this is Young's directorial debut, but, if it is, it's a pretty audacious debut. His turn at the helm continues a softening from the original 2012 'Superhumans' idea towards something more reflective of the trials and tribulations of the competitors as they ready themselves to take part in the Paralympics.

Jay Prince's reworking of Paul Williams's 'So You Wanna Be A Boxer' from the 'Bugsy Malone' soundtrack is the perfect musical backdrop as it's a fitting blend of grit and self-deprecation. The athletes themselves apparently contributed to the script, and that certainly contributes to its authentic air, even as the action consistently hits surreal notes.

Like the sportsmen and sportswomen represented in the film, 4 Creative must feel huge pressure trying to match the performances of the past, so it's a delight to be able to report that they smashed it out of the park… again. And we've no doubt the British Paralympians will follow suit in a few weeks time.

Creative Agency: 4 Creative Ⓟ Ⓦ
ECD: Lynsey Atkin
Deputy ECD: Eoin McLaughlin
Creative: Scott Taylor / Andy Shrubsole
Business Team: Jane English
Planner: James Hamilton
Head of TV: James Turnham / Miketta Lane
Agency Exec Producer: Shananne Lane
Film Production: Somesuch Ⓟ Ⓦ
Director: Bradford Young
Producer: Elly Camisa
Executive Producer: Seth Wilson
1st AD: Jez Oakley
Cinematographer: Rina Yang
Production Designer: Nathan von Parker
Costume Design: Jessica Fell
Hair Design: Natasha Lawes
Make-Up: Natasha Lawes
Editor: Amanda James ♀ Ⓟ Ⓦ @ Final Cut Ⓟ Ⓦ
Post Production: Time Based Arts Ⓟ Ⓦ
VFX: Time Based Arts Ⓟ Ⓦ
Colourist: Simone Grattarola
Sound Designer: Anthony Moore / James Utting @ Factory Ⓟ Ⓦ
Casting: Kharmel Cochrane

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.