4 Creative and Channel 4 had a provocative idea to test British perception on disability. Off the back of a successful “Meet The Super Humans” Paralympics campaign, which did change perception on disability, research revealed the majority of British people did not find those with a disability sexy. Hence, we collaborated with the team at 4 Creative to develop a campaign that would challenge this. 

Cue model and singer, Viktoria Modesta, fronting a bold and provocative statement to question such attitudes to disability. Directed by Saam Farahmand with an all star music cast, the film was premiered as an alternative to manufactured pop nonsense, during the X-Factor final ad break. The song was co-written and produced by P&S faithful collaborator, Roy Kerr (London Grammar, Bloc Party), was mixed by David Wrench (FKA Twigs, Caribou) and had sound design by Soulwax. As sonic ingredients go, that’s a pretty enticing selection to work with. 

The campaign generated a tidal wave of commentary and debate, exactly the aim and objective, from broad sheet to blog, to thousands of posts and millions of views. 

Some projects get emotional, some take you to the edge, it pays off when they’re worth it. 


Featured in a WIRED special edition issue and guest-edited by the man himself, President Barack Obama.

Viktoria Modesta, the world's first amputee pop star : ‘If you don’t fit in, then don’t fit in.’