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Sunrise Medical – Telling the story of sports, starting from people
Year
2024
Client
Sunrise medical
Context
Sunrise Medical is a global leader in the production of sports and leisure wheelchairs. Coinciding with the Paris 2024 Paralympic Games, Sunrise Medical hired us to help tell a number of stories connected to the brand through the voices of six ambassadors.
The brand’s goal was not simply to document a sporting event, but to convey the human and athletic journey of individuals within one of the most intense and meaningful settings in Paralympic sports.
Process
We started from the idea of being there in person, experiencing the Paralympics up close. We decided to travel to Paris with our own video and photo production crew, used to working in complex and constantly changing environments.
We structured our work around the athletes, taking into account their schedules, the limited time available and everything happening simultaneously during an event of this kind.
As such, the interviews and filming took place between one competition and another, around the city and on-site at the Games, adapting to situations that cannot be fully planned in advance.
Choosing to work with a crew specialized in Paralympic sports allowed us to move with awareness, care and respect, without forcing the moment and allowing the stories to emerge for what they truly were.
Results
The result was different content designed for social media and trade fairs, able to convey the energy of the Paralympics and the depth of the brand ambassadors’ personal journeys.
What emerged was a broader and more inclusive vision of sport, one that enhances Paralympic sport without rhetoric or oversimplification.
For Sunrise Medical, this project meant being able to share authentic stories rooted in the athletes’ real lives, and to present its own world by putting people and their way of experiencing sport at the center.
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