4Creative visualises what it’s like to hurtle down a ski slope in Paralympic Winter Games ad

4Creative worked with ParalympicGB alpine skier Millie Knight to offer viewers a unique perspective into the games.

21 February 2022


To promote its coverage of the Beijing 2022 Paralympic Winter Games, beginning 4 March, Channel 4 has launched a 40-second spot, giving viewers a first-hand view of what it’s like to hurtle down a ski slope at nearly 70mph.

Following up on landmark Paralympic campaigns like Super. Human., the ad was created by 4Creative, Channel 4’s in-house creative team, with ECD Lynsey Atkin working in collaboration with Paralympic GB alpine skier Millie Knight, to replicate her vision as closely as possible as she hurtles towards the finish line.

The spot shows Millie reeling off a list of some common fears, including clowns and public speaking, all set against terrifying first-person footage of Millie zooming down a ski slope with five per cent vision, “exactly what Millie will be doing when she goes for Paralympic gold in Beijing”, points out a release. In a particularly gut-wrenching moment, we’re taken inside Mille’s goggles as snow clouds 95 per cent of the screen.

The release continues: “the film carries the caption: to be a Paralympian there’s got to be something wrong with you – a continuation from Channel 4’s campaign for last year’s Tokyo 2020 Summer Paralympic Games, provoking people to think again about the extraordinary levels of determination, commitment and skill of Paralympic athletes.”

“We’re all scared of something,” 4Creative’s executive creative director Lynsey Atkin explains. “Some of us would be rightly very scared of flying down a ski slope with severe visual impairment. Not Millie Knight, who is only afraid of snakes and glitter. We’re so grateful for Millie’s guidance in making this film, it’s helped us make it as realistic as possible to show viewers what she will be undertaking in Beijing.”

Channel 4 has also recently announced details of its plans to cover the Beijing 2022 Paralympic Winter Games, which features a 100 per cent disabled presenting team.

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4Creative: Beijing 2022 Paralympic Winter Games trail (Copyright © Channel 4, 2022)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. In January 2023, they became associate editor, predominantly working on partnership projects and contributing long-form pieces to It’s Nice That. Contact them about potential partnerships or story leads.

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