Agency: 4Creative
Client: Channel 4
Date: Feb 2022
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The mark the start of the Beijing 2022 Paralympic Winter Games, broadcaster Channel 4 has released a trailer that gives viewers a first-hand look of what it’s like hurtling down a ski slope at nearly 70mph with just 5% vision.

Made by in-house team 4Creative, the heart-pounding spot features Paralympic alpine skier Millie Knight, who also collaborated on the project to ensure her story was replicated as closely as possible.

Throughout the film, Knight lists some seemingly mundane fears, including spiders, dentists and public speaking, which contrast against footage of an activity most of us would really find terrifying – hurtling down a snowy slope.