Meet the Superhumans was Channel 4’s groundbreaking campaign for the London 2012 Paralympic Games, developed with 4Creative to redefine how the world saw disability and sport. The bold 90-second film and integrated campaign positioned Paralympians as elite athletes, not exceptions — making inclusivity mainstream and inspiring national pride.

Before 2012, only 14% of the British public looked forward to the Paralympics and few could name an athlete. The goal was to challenge perceptions, elevate Paralympic sport to Olympic stature and spark a lasting shift in how disability was represented in the media.

The campaign aired across 78 UK channels. As Producer I supported with digital, social, print and experiential activations including AR.

The impact was transformative; the opening ceremony drew 11.6 million viewers — the highest in a decade — and the Games completely sold out. 87% of viewers who saw the campaign watched the Paralympics, with 85% agreeing that disabled and able-bodied athletes were equally talented. Meet the Superhumans didn’t just sell tickets; it changed culture.