Channel 4 - 4Sales
Fri, 18 Feb 2022 11:02:15 GMT
Channel 4’s trail to promote its coverage of the Beijing 2022 Paralympic Winter Games launches tonight (18.2.22) and puts viewers at the heart of the action.
Featuring ParalympicGB alpine skier Millie Knight, the film gives viewers a first-hand view of what it’s like hurtling down a ski slope at nearly 70mph.
But the trail goes a stage further and shows what it’s like skiing at such terrifying speeds with just five per cent vision which is exactly what Millie will be doing when she goes for Paralympic gold in Beijing.
Made by 4Creative, Channel 4’s multi award-winning in-house creative team, the film has been made with Millie’s guidance in order to try and replicate her vision as closely as possible when she is zooming towards the finish line.
4Creative’s executive creative director Lynsey Atkin said: “We’re all scared of something. Some of us would be rightly very scared of flying down a ski slope with severe visual impairment. Not Millie Knight, who is only afraid of snakes and glitter.
“We’re so grateful for Millie’s guidance in making this film, it’s helped us make it as realistic as possible to show viewers what she will be undertaking in Beijing.”
In the 40 second spot, which will premier during Gogglebox tonight (18.2.22), Millie reels off a list of seemingly mundane fears, including some of her own, set against footage of something most of us would really find terrifying – hurtling down a ski slope with five per cent vision.
The film then carries the caption: to be a Paralympian there’s got to be something wrong with you - a continuation from Channel 4’s campaign for last year’s Tokyo 2020 Summer Paralympic Games, provoking people to think again about the extraordinary levels of determination, commitment and skill of Paralympic athletes.
The trail will be available with subtitles and audio description for viewers who have those settings activated on their televisions.
Channel 4 has exclusive broadcast rights within the UK and its Beijing Paralympics coverage will be produced by Whisper and sponsored by Toyota.view more - Creative
Creative Agency: 4creative
ECD: Lynsey Atkin
Deputy ECD: Chris Wood
Creative: Zoe Nash and Sali Horsey
Film Production: 4creative
Head of Production & Operations: Miketta Lane
Director: Barry Dyer
Producer: Gareth Thomas / Ali Laing
Head of Marketing: Laura Ward-Smith
Marketing Lead: Laura Woodcock
Marketing Executive: Alexandra Baker
Categories: Events, Sports and LeisureChannel 4 - 4Sales, Fri, 18 Feb 2022 11:02:15 GMT