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We Are Being Disabled

  • Color
  • Visual Effects & 3D

Fonds Gehandicaptensport have launched a new campaign: ‘We are not disabled. We are being disabled’ - to raise awareness about fairness in sports. Because often, people with a disability are confronted with social and bureaucratic barriers before they have even taken up a sporting challenge.

In collaboration with TBWA\NEBOKO, Czar Amsterdam and Amp.Amsterdam, we supported this fight with creative VFX and color grade.

“In an opening shot, we see a track runner battling through flying paperwork to reach the finish line. Throwing that much paper at her may have been a bit inefficient and not so eco-friendly, so we did it with just a few sheets and then finished the rest in CG. This gave some nice interactive elements between the paper and the runner, which is not so easy to do in CG,” explains Ralph Meijer, Head of 3D, Ambassadors.

“Another key moment for VFX was the golden wheelchair in the shop window used to show the extreme expense of buying one for sport,” adds Jeroen van Berkel, VFX Supervisor. “We made it super luxurious and over the top with gold and glimmer, while still remaining believable as if shot in camera.”

Read more on Marketing Tribune.