Friday 6 October 2023

Super.Human: contextual information and prompts for further analysis

Contextual information provided by the exam board

The advertisement Super. Human. was created to promote the 2020 Paralympic Games by Bradford Young, the Oscar nominated cinematographer and the first African American cinematographer to be nominated for an award in 2017 for his work on the film Arrival [Michael's note: you should watch Arrival, it's an amazing film]

It was devised and created by Channel 4’s inhouse creative agency 4Creative and produced by Serial Pictures and Somesuch, a global production company. The trailer is the third campaign for the Paralympics undertaken by Channel 4, who were broadcasting the event, and was part of a bigger campaign including posters and social media.

The advertisement explores the sacrifices made and the trials endured by Paralympic athletes in preparation for the 2020 Tokyo Paralympic Games.

Image prompts for analysis