A legacy of athletic inspiration

News • By SOPHIE GOODALL • 14 September 2016

PSONA Films has just released the final two films of BP’s ‘Energy Within’ campaign, championing the idea that athletes should be defined by their achievements, not their disabilities.

'Below the Ice' features footage of sprinter Richard Whitehead’s intense training routine – which features a chilling ice bath – and shows how, despite being mocked during his youth, he found the Energy Within to keep going.


“The records, the medals – I’d swap them all to inspire others.” 

Richard Whitehead, MBE

The final film features swimmer Shanntol Ince from Trinidad and Tobago, one of the only three athletes representing her country at the games. Deeper than Blue’ shows the swimmer overcoming judgement and exclusion to defy her doubters and become a Paralympic athlete.

“The final two films for BP end the campaign on a real high,” says Katy Eyre, Managing director of PSONA films. “It’s been tremendously rewarding to explore the many different inspirations for the athletes and create films that demonstrate BP’s ‘Energy Within’ from many unique standpoints.”

BP's Energy Within campaign has been hugely successful. The final two films have been featured in Communicate Magazine and Ad Age's Creativity Online, and EVCOM has shortlisted Running Man and Warrior for this year’s Clarion Awards. The campaign will also receive an award at the Cannes Corporate Media & TV Awards. We’ll find out if we’ve won Gold or Silver in October.

See more of Psona Films’ fantastic online films bringing athletes’ emotive personal stories to life.