Sainsbury's and Channel 4 Present... London 2012 | Will Bayley | Evoke Films

Sainsbury’s and Channel 4 Present… London 2012

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 World No 1 Table Tennis Champion Will Bayley.