Paralympics 'We're The Superhumans'
Following up Channel 4’s London 2012 Paralympics “Meet The Superhumans” campaign was no mean feat. Their bold creative spurred a huge attitudinal shift in public perception towards the Paralympic games, and embraced a striking soundtrack to help deliver on their vision.
Working with director Dougal Wilson (Blink Productions) and Channel 4 on the Rio 2016 Paralympics “We’re The Superhumans” sequel, we found a song that communicated the persistence, commitment, and determination embodied by each and every Paralympic athlete; "Yes I Can” (originally performed by Sammy Davis Jr).
With this, we undertook a wildly adventurous re-record that would be married to an on-screen performance in Dougal Wilson’s film, encapsulating the Paralympic spirit not only through sport but also music.
Assembling a band of para-musicians from across the globe, we enrolled Guy Farley to re-arrange our new version before supervising the recording process at Abbey Road and Battersea Park Studios. The inspiring performers seen in the film are the only musicians involved in the recording, which we coordinated to be released via Universal Music as The Superhuman Band “Yes I Can” - with all proceeds donated to the British Paralympic Association.
Supervising stripped-back live event and tv broadcast performances for the campaign launch and Channel 4’s ’The Last Leg’ helped further amplify the arrival of what is proving to be one of the most ambitious and fulfilling projects we’ve embarked on to date.
Sports and leisure