I watch Channel 4’s Meet the Superhumans advert and goosebumps raise up on my arms. The hairs at the back of my neck stand on end. I don’t think I’ve ever had such a physical reaction to an advert before.

The Wade Brothers (Lyndon and Lyndsey) were commissioned for the campaign’s off-screen collateral, and their truly incredible photographs have just been released. I think the thing I like most is that they really play off your expectations – it’s only after a moment you realise that the cyclist is missing an arm. The athlete has only one functioning leg.

(Via It’s Nice That.)


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