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    The Wade Brothers: Paralympics 2012

The Wade Brothers' photographs capture the Paralympic spirit in style

Posted by Rob Alderson,

This weekend the Paralympics draws to a close and so brilliant has it been, so effortlessly has it filled the post-Olympics void left in our hearts and our TV schedules that there’s little doubt it stands out as the best ever.

Obviously this is down to the athletes and organisers first and foremost, but huge credit too must go to those who’ve portrayed the event in such a game-changing way. You’ll have seen Channel 4’s amazing Meet the Superhumans advert by now – heck if you’ve watched it as many times as me you’ll have had Public Enemy’s Harder Than You Think stuck in your head non-stop for the past few weeks.

But just released are these stunning photographs from The Wade Brothers (Lyndon and Lyndsey) who were commissioned for the campaign’s off-screen collateral. The duo describe their approach as beginning by “imagining a sense of place and sensation, and creating images and videos that tell a cohesive story whether for film or print.”

And we think you’ll agree that these photos are supercharged with atmosphere, portraying these incredible athletes as something more than sportsmen and women, in keeping with Channel 4’s exceptionally-crafted message. But there’s a quietness, a restraint to these images that complements the more in-your face TV spot, dovetailing with but not repeating its points.

Beautifully-composed, beautifully-shot and beautifully-communicative, these are the images which may well help change the way disability is viewed in this country, and there can be few higher accolades than that.

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    The Wade Brothers: Paralympics 2012

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    The Wade Brothers: Paralympics 2012

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    The Wade Brothers: Paralympics 2012

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    The Wade Brothers: Paralympics 2012

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    The Wade Brothers: Paralympics 2012

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    The Wade Brothers: Paralympics 2012

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    The Wade Brothers: Paralympics 2012

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    The Wade Brothers: Paralympics 2012

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    The Wade Brothers: Paralympics 2012

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    The Wade Brothers: Paralympics 2012

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Posted by Rob Alderson

Editor-in-Chief Rob oversees editorial across all three It’s Nice That platforms; online, print and events. He has a background in newspaper journalism and a particular interest in art, advertising and photography. He is the main host of the Studio Audience podcast.