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Paralympics ‘Portrait’ advert

Agency: Nola

Client: Paralympics

The 2012 Paralympics has launched a new spot which aims to tell the overarching story of a large event through a single brief narrative.

‘Portrait’ starts with a montage of a giant, echoing athletic training center: athletes strutting through the halls, a sprawling Olympic-size swimming pool, a pair of trainers poised in concentration, and a ticking timer.

The scene then shifts to a swimmer powering through laps, determined, focused, unstoppable.

The action varies from slow motion to standard speed, from overhead to side views, from underwater camera shots to first-person point of view, as though a camera is locked into the swimmer's goggles.

As the athlete flips and spins powerfully through the laps, a long shot reveals the most remarkable feat of all - the swimmer is doing this incredible routine with no legs.

The scenes also had to be carefully arranged so that the swimmer's disability was not revealed too soon, spoiling the spot's trajectory.

The spot is now airing across Europe.

 

AJR
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