Made by Oscar-nominated cinematographer Bradford Young, the campaign highlights the sacrifices made to become Paralympic champions and unlike previous Channel 4 campaigns focuses on the fragilities of the athletes.

Conceived by 4Creative, the film opens with Paralympian Kadeena Cox in a dream sequence facing the pressure of repeating her medal-winning performances from Rio 2016.

The T38 athlete won a gold, silver and bronze on the athletics track five years ago, in addition to a C4-5 time trial gold medal in the velodrome.

Other Paralympians featured in the film include swimmer Ellie Simmonds, powerlifter Ali Jawad, boccia's David Smith, tennis player Jordanne Whiley, wheelchair rugby player Kylie Grimes and cyclist Jody Cundy.

"Channel 4 continues to set the benchmark for how all other broadcasters around the world cover the Paralympics, not just in terms of Games-time coverage and the diversity of on-screen talent, but with regards to engagement and promotion," said International Paralympic Committee President Andrew Parsons.

"With this latest campaign, Channel 4 have raised the standard once more, promoting the Paralympics on an equal footing as any other major global sport event.

"It is testament to Channel 4's outstanding commitment to Paralympic broadcasting and promotion that Paralympians are household names in the United Kingdom and British TV features more on-screen talent with disabilities than any other country.

"The fact every other Paralympic broadcaster around the world always asks 'What are Channel 4 doing to promote the Games?' underlines the glowing reputation they have developed since 2012."

Channel 4's chief marketing officer Zaid Al-Qassab called the advert "provocative", and believes it will confront some of the outdated views people still hold about disability sport.

"Eighty-three per cent of people said it changed their attitude towards people with disabilities and we took on that responsibility to listen to athletes and show the human side of the super humans," said Al-Qassab.

"And our hope is that this powerful and provocative film will once again stir viewers and continue Channel 4's legacy of challenging attitudes and giving a voice to those with disabilities."

Featured in the film were the mental battles athletes have faced while training, the setback caused by the postponement of the Games due to the COVID-19 pandemic and societal issues including poor accessibility at public spaces.

"The whole point of the project was to create something perfect and imperfect at the same time," said Young.

"Life isn't a movie, it's a series of complicated but equally sublime moments and I think we achieved that with the film."

In development for 18 months, the campaign was filmed over two weeks in mid-May. 

Behind-the-scenes images of the film and portraits of the athletes were captured by blind photographer Ian Treherne.

Disabled comedian and presenter Alex Brooker - who features on the popular late-night show The Last Leg - was the presenter at today's launch event.

The campaign will first air on Channel 4 just before 9pm BST on Friday (July 16).