Sainsbury's and Channel 4 Present… London 2012|PHD Drum| Film Director Simon Baker | Evoke Films

Sainsbury’s and Channel 4 Present… London 2012


Simon Baker

Client: Channel 4 & Sainsbury's
Agency: PHD Drum

This three-part series was considered instrumental in changing the perception of disability sport in the run up to the London 2012 Paralympic Games,  as well as promoting Sainsbury’s and C4’s involvement.

The short films blended documentary narrative with a commercial aesthetic and premiered on C4, then across C4’s schedule, various digital platforms and events – viewed over 40 million times.

Series 2 offered intimate snapshots of each elite athlete’s personal, often solitary, training worlds –  in this case the five time Paralympic Gold Medallist track cyclist Jody Cundy MBE.

The sponsored bumpers were also filmed by Evoke, overnight on a very wet night at a flagship store with some very good sports from Sainsbury’s staff!