Channel 4 / The Paralympic Games - Paris 2024 Paralympic Games

Curious were delighted when Channel 4's in-house agency, 4Creative, invited us to collaborate on bringing the OOH campaign for the 2024 Paris Paralympics to life. Being involved from the early stages allowed us to consult on key aspects of the campaign, making pre-production a seamless collaboration between our production team, the agency's creative minds and the client's marketing teams.

The creative vision was clear, thanks to well-developed scamps, but the concept required multiple locations, which posed several challenges. To overcome this, the Curious team proposed using CGI environments, enabling us to manage all talent photography within a controlled studio setting.

Over two productive days, we successfully shot four posters and even captured additional footage for use in the corresponding TVC. Led by Curious' photographer Dan Humphreys, the shoot was a collaborative effort with 4Creative's art directors, creative directors, and designers. The scenes included choreographed wheelchair rugby action, slow-motion wheelchair racing, intricate fencing manoeuvres, and impressive bench pressing by Mark Strong!

Once the shoot was completed, our post-production team got to work, creating four distinct environments: a basketball court for wheelchair rugby, athletics track, and two stylised graphic settings for fencing and powerlifting. These environments were carefully developed and refined by our retouching team at Curious in collaboration with the agency's creatives.

The final result? A gold medal-winning display of creativity and teamwork.