Having done work in the past with promo producers at Channel 4 and MTV, I appreciate how hard it can be for creatives to break out of a narrow genre. That’s why the recognition at Cannes for 4Creative’s ‘Meet the Superhumans’ trailer for the London 2012 Paralympics is so well deserved. The work has a bold, creative and conceptual feel and demonstrates very clearly that ‘in-house’ doesn’t necessarily mean second best.