The Paralympics in Russia. Hmmmm. Apathy would win without something a bit different.

I engaged the most famous model in Russia, Natalia Vodianova, and reimagined a world where she had to imagine competing in the Sochi Paralympic Games, even though she was able-bodied. With very limited airtime, but an influencer led campaign through YouTube, the film generated over 100m views within Russia, and a sell-out at the games too. And then the authorities closed the site. Job done.