Paris 2024 is ramping up marketing activity and creative content around the 2024 Olympic Games and recently saw the organising committee roll out a striking piece of set piece choreography from Sadeck Waff called ‘Human Geometric’.
Aiming to build enthusiasm and a sense of solidarity around 2024 and champion the value-led objectives of the Games, choreographer Waff created and produced ‘Human Geometric’: a work which features 128 dancers – 15% of whom have a disability.
Artist, dancer, designer and choreographer Sadeck Berrabah (alias Sadeck Waff), best known for ‘Variable Geometry’ and ‘Femézon’, opens the performance by synchronising his own body and movements to those of a man with a synthetic arm. The action then unfolds behind him which perfect coordination and striking timing.
The video based initiative, which was posted across the Paris 2024 digital and social platforms from November, is genuinely best experienced in full-screen with headphones.
The message behind the project is less about ‘less-able’ bodies being like ‘able’ ones, but rather that together and united people can produce beautiful and unique compositions.
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While ‘Human Geometric’ has a gentler, less frenetic beat, the last time we saw this kind of marketing mass fluid human choreography it was Honda’s ‘Precision Walking’ commercial back in 2015.
In its original 2024 Summer Games bid, Paris claimed it would use the event to cultivate “an even more welcoming place for residents and visitors with an impairment, with accessible infrastructure and attitudes befitting the most visited country on earth”.
This project is just one part of a wider ramp up of engagements and activations for the 2024 Olympic Games – which will be the first time that France has hosted a Summer Paralympics.
Recent initiative have ranged from Instagram Stories to Games related news such as musician Betty Moutoumalaya singing the Marseillaise complete with sign language interpretation (following the amateur singer’s personal request letter to the committee).
“It is crucial to read the letters sent by the public, get them actively involved and offer inclusive solutions in more and more fields, wherever possible, especially given that 15 percent of the world’s population lives with a disability,” the committee commented. “No one should be excluded.”
Plus, the Paris 2024 webpage offers an insight into how important technology is in supporting Paralympic disciplines.
“Athletes at the Paralympic Games often use prototypes of crucial innovations that are then made available to the wider public. These innovations, initially produced for athletes, end up making daily life easier for anyone with a disability,” reads the official site.
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